The work makes an analysis of the utilization of Design's domains and strategies and its relationship with the competitiveness level of the furniture segment from the Metropolitan Region of Curitiba concerning the utilization of materials in the Design's creation, development and implementation. The research realization was supported by a case study. The work was mostly based on the theoretical support of the following variables: Design, materials and competitiveness. To set relationship standard among the variables, were raised the factors of the competitiveness success of enterprise. These factors were analyzed based on the competitiveness standards used in the furniture industry. To the conjecture of the relationship explication between competitiveness and the two other variables, the interview's data were, in the sequence, exposed to the models: Porter's generic strategies (1986) and the Design's strategies (1993). It was possible to infer from the result of this exposition that the enterprise searches competitive advantage by the differentiation in the former model. And in the second case, there is a predominance of the improved concept utilization.
Design; materials; competitiveness