Estratégias de marketing no agronegócio: Análise da adoção por diferentes categorias de produtores

Abstract

Marketing provides the adoption of a system of analysis, planning and implementation of strategies in order to achieve organizational objectives, a system that is increasingly used by various sectors of society. The objective of this work is to identify the possibilities of using marketing tools to boost communication in the agricultural and cattle-raising sector, in different categories of producers, whether at the family or non-family level. The study was conducted by using secondary data of exploratory and quantitative character, and c. As a source of data we can mention: Brazilian Institute of Geography and Statistics (IBGE 2021), Brazilian Association of Rural Marketing and Agribusiness (ABMRA 2021), and the National Confederation of Workers in Family Agriculture of Brazil (CONTRAF 2021). SWOT analysis was used as the analytical framework for this work. As a partial result, it was observed that the marketing strategies used follow the same guidelines by both categories of farmers, of agribusiness, and that they use the Marketing Compound, based on the 4 P’s of Marketing: Price, Square, Product and Promotion. It is understood that the strategies that have been adopted by family farmers are based on market trends, while the marketing strategy adopted by non-family farmers is related to commercial transactions of commodities, where the strategy focused on product and marketing in which goods that meet the standardization in a context of international trade. Implementing marketing tools will provide a broad knowledge about the product, the market, the competitors, and the target audience.