Estratégias mercadológicas da cadeia agroexportadora de frango de corte do Brasil

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

The objective of this paper was to identify and discuss the market strategies of the agri-exporting poultry chain in Brazil. The study was based on the focus enterprises (industries), which are the agents coordinating the diverse supply chains belonging to the poultry sector. An interview following a semi-structured script was made with six executives: two belonging to large enterprises; two, to medium and two, to small. The framework of business marketing proposed by Hutt and Speh (1998) was used as main reference for the extraction of variables. It may be concluded that the chain adopts strategies of adapting the marketing mix to the demands of different consumption markets, demonstrating strategic attitude reacting to the market needs. Small and medium enterprises adapt the product basically, leaving the other functions in charge of the trading companies, whereas large enterprises also focus on place and promotion. Big companies have both commercial offices and processing units abroad, where they explore their brands heavily. Also, innovate and create value and are later followed by small and medium ones. National brands have no direct access to the final consumer in the main organizational markets, and organizational clients - collective restaurants, fast-food chains, catering companies and big retailers - are their main buyers. Positive health status, quality and low price may be considered the pillars on which the competitiveness of the Brazilian agriexporting poultry chain lies, likewise, flexibility and ability of adaptation may be regarded their competitive features.

ASSUNTO(S)

international marketing agribusiness export competitiveness exportação agronegócio competitividade mercadologia marketing internacional meat carne

Documentos Relacionados