ESTRATÉGIAS DE COMERCIALIZAÇÃO DE LEITE E DERIVADOS LÁCTEOS: UM ESTUDO DE CASO / STRATEGIES OF MARKETING OF MILK AND DAIRY PRODUCTS: A CASE STUDY

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

The objective of this work was to present how the milk industry formulates its strategies for the maintenance of a lasting relation with the retail customer. This present dissertation deals with the strategic management and their relationship with the supermarket sector- their main client. The use of the five competitive dimensions - negotiation, flexibility, innovativeness, dependability and image - used in the Kolhs model (2004), had formed the theoretical and methodological basis of the text. It was used the case study method, are opting in two companies of relevance in the State of Goiás. As data collection instrument was used questionnaires, interviews and visits in loco. It was possible to collect data that, in a first time, qualified the variables most valued by the supermarket network in the selection of suppliers of dairy products and a second time through the Importance x Performance Matrix to evaluate the strategic positioning of the milk industry for these variables. The results showed that the strategy of the milk industry studied is mainly formed in the generic strategy of internal growth, perceived by the actions of geographical expansion and product mix. It was also noted the importance attached by the scale reliability supermarket. The analysis revealed that the dairy flexibility dimension is the dimension where the dairy has a better ability, then the size innovative capacity.

ASSUNTO(S)

strategies, milk industry and supermarket estratégias, laticínios e supermercado agronomia

ACESSO AO ARTIGO

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