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Análise Das Estratégias De Marketing Em Uma Fecularia Da Região De Tupã-Sp

Author

Listed:
  • Machado, Joao Guilherme de Camargo Ferraz
  • Queiroz, Timoteo Ramos
  • Scalco, Andrea Rossi

Abstract

Nas últimas décadas, verificou-se uma mudança no comportamento do consumidor no sentido de adotar uma postura mais consciente em relação aos produtos que adquire. No setor alimentício, essa evolução é nítida, em função da busca por uma maior qualidade de vida, agregando à dieta questões de saúde, incluindo produtos com menor conteúdo de gorduras e calorias, rico em fibras, pobre em sódio etc. A indústria de alimentos, assim como toda a cadeia agroalimentar vem acompanhando esse maior interesse por parte do consumidor. Assim, é de extrema relevância que as decisões de marketing estejam apoiadas nas premissas do mercado, sob pena de se praticar ótimas ações mercadológicas para públicos errados ou de fácil resposta para os concorrentes, sob risco de insucesso. Nesse sentido, o objetivo desse trabalho é analisar as estratégias de marketing e comunicação de uma fecularia na região de Tupã-SP, visando melhorar a competitividade do setor e de toda a cadeia produtiva, identificando as principais estratégias relacionadas ao composto mercadológico. A coleta de dados se deu por meio de uma entrevista semi-estruturada, aplicada em uma fecularia do Escritório de Desenvolvimento Rural (EDR) de Tupã-SP. Observou-se que as estratégias do composto mercadológico da empresa são pouco exploradas, em função das características dos produtos e do público-alvo. Foi verificado um distanciamento entre a empresa e o consumidor final, no que se refere às práticas de marketing e comunicação, podendo ser responsável por um desconhecimento, por parte da empresa, das necessidades e dos hábitos de consumo do consumidor final.------------------------------------------------In recent decades, there has been a change in consumer behaviour towards adopting a more conscious on the products it purchases. In the food sector, this trend is clear, according to the search for a better quality of life, adding to the diet health issues, including products with lower fat content and calories, rich in fiber, low in sodium. The food processing industry as well as all agri-food chain comes accompany this increased interest by consumers. Thus, it is of extreme relevance that the marketing decisions are supported in the market premises, duly warned to practice excellent marketing actions for wrong public or of easily follow for the players, under failure risk. Concerning to this, the aim of this study is to analyze the strategies of marketing and communication of the cassava starch industry in Tupã-SP region, to improve the sector competitiveness and the whole production chain, identifying the key strategies related to the marketing mix. The data collection was made through an open-ended questionnaire, applied in a cassava starch industry in the Tupã-SP region. It was observed that the marketing mix strategies of the company are little exploited, according to the characteristics of the products and the target audience. It was also verified a great distance between the company and the final consumer, as regards practices of marketing and communication, may be responsible for a non-acquaintance, by the firm, by needs and habits of consumption of the final consumer.

Suggested Citation

  • Machado, Joao Guilherme de Camargo Ferraz & Queiroz, Timoteo Ramos & Scalco, Andrea Rossi, 2008. "Análise Das Estratégias De Marketing Em Uma Fecularia Da Região De Tupã-Sp," 46th Congress, July 20-23, 2008, Rio Branco, Acre, Brazil 109801, Sociedade Brasileira de Economia, Administracao e Sociologia Rural (SOBER).
  • Handle: RePEc:ags:sbrfsr:109801
    DOI: 10.22004/ag.econ.109801
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