Agribusiness marketing strategies: Adaptation analysis by different categories of producers
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Iheringia. Série Botânica |
Texto Completo: | https://isb.emnuvens.com.br/iheringia/article/view/1264 |
Resumo: | 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. |
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Agribusiness marketing strategies: Adaptation analysis by different categories of producersEstratégias de marketing no agronegócio: Análise da adoção por diferentes categorias de produtoresfamily farmingmarketing compoundnon-family agricultureagricultura familiaragricultura não familiarcomposto de marketingMarketing 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.Marketing é propicia a adoção de um sistema de análise, planejamento e implementação de estratégias a fim de atingir os objetivos organizacionais, sistema este, cada vez mais utilizado por diversos setores da sociedade. O objetivo deste trabalho é identificar as possibilidades do uso de ferramentas de marketing para dinamizar a comunicação no setor agropecuário, em diferentes categorias de produtores, ou seja, seja em nível familiar ou não-familiar. O estudo foi conduzido pela utilização de dados secundários de caráter exploratório e quantitativo e, c. Como fonte de dados pode- se citar: Instituto Brasileiro de Geografia e Estatística (IBGE 2021), Associação Brasileira de Marketing Rural e Agronegócio (ABMRA 2021), e a Confederação Nacional Dos Trabalhadores e Trabalhadoras na Agricultura Familiar do Brasil (CONTRAF 2021). Utilizou-se da análise de SWOT como arcabouço analítico para este trabalho. Como resultado parcial observou-se que as estratégias de marketing utilizadas seguem as mesmas diretrizes por ambas as categorias de agricultores, do agronegócio, sendo estas se se utilizando do composto de Marketing, os baseiam nos 4 P´S de Marketing: Preço, Praça, Produto e Promoção. Entende-se que, as estratégias que têm sido adotadas pela agricultura familiar se baseiam em tendências de mercado, já a estratégia de marketing adotada pela agricultura não familiar está relacionada à transações comerciais de Commodities, onde a estratégia voltada ao produto e comercialização em que mercadorias que atendem a padronização em um contexto de comércio internacional. Ao implementar ferramentas de marketing fará com que haja um conhecimento amplo sobre o produto, o mercado, os concorrentes e o público-alvo.Iheringia. Série Botânica.Iheringia, Série Botânica.2022-03-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://isb.emnuvens.com.br/iheringia/article/view/126410.21826/2446-82312022v77e2022012Iheringia. Série Botânica.; Vol. 77 (2022)Iheringia, Série Botânica.; v. 77 (2022)2446-82310073-4705reponame:Iheringia. Série Botânicainstname:Fundação Zoobotânica do Rio Grande do Sul (FZB/RS)instacron:FZB/RSporhttps://isb.emnuvens.com.br/iheringia/article/view/1264/552Copyright (c) 2022 Iheringia, Série Botânica.info:eu-repo/semantics/openAccessCampos, Sabrina dos SantosMarjotta-Maistro, Marta Cristina2023-02-14T21:14:57Zoai:ojs.emnuvens.com.br:article/1264Revistahttps://isb.emnuvens.com.br/iheringiaONGhttps://isb.emnuvens.com.br/iheringia/oai||iheringia-bot@fzb.rs.gov.br2446-82310073-4705opendoar:2023-02-14T21:14:57Iheringia. Série Botânica - Fundação Zoobotânica do Rio Grande do Sul (FZB/RS)false |
dc.title.none.fl_str_mv |
Agribusiness marketing strategies: Adaptation analysis by different categories of producers Estratégias de marketing no agronegócio: Análise da adoção por diferentes categorias de produtores |
title |
Agribusiness marketing strategies: Adaptation analysis by different categories of producers |
spellingShingle |
Agribusiness marketing strategies: Adaptation analysis by different categories of producers Campos, Sabrina dos Santos family farming marketing compound non-family agriculture agricultura familiar agricultura não familiar composto de marketing |
title_short |
Agribusiness marketing strategies: Adaptation analysis by different categories of producers |
title_full |
Agribusiness marketing strategies: Adaptation analysis by different categories of producers |
title_fullStr |
Agribusiness marketing strategies: Adaptation analysis by different categories of producers |
title_full_unstemmed |
Agribusiness marketing strategies: Adaptation analysis by different categories of producers |
title_sort |
Agribusiness marketing strategies: Adaptation analysis by different categories of producers |
author |
Campos, Sabrina dos Santos |
author_facet |
Campos, Sabrina dos Santos Marjotta-Maistro, Marta Cristina |
author_role |
author |
author2 |
Marjotta-Maistro, Marta Cristina |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Campos, Sabrina dos Santos Marjotta-Maistro, Marta Cristina |
dc.subject.por.fl_str_mv |
family farming marketing compound non-family agriculture agricultura familiar agricultura não familiar composto de marketing |
topic |
family farming marketing compound non-family agriculture agricultura familiar agricultura não familiar composto de marketing |
description |
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. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-03-22 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://isb.emnuvens.com.br/iheringia/article/view/1264 10.21826/2446-82312022v77e2022012 |
url |
https://isb.emnuvens.com.br/iheringia/article/view/1264 |
identifier_str_mv |
10.21826/2446-82312022v77e2022012 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://isb.emnuvens.com.br/iheringia/article/view/1264/552 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Iheringia, Série Botânica. info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Iheringia, Série Botânica. |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Iheringia. Série Botânica. Iheringia, Série Botânica. |
publisher.none.fl_str_mv |
Iheringia. Série Botânica. Iheringia, Série Botânica. |
dc.source.none.fl_str_mv |
Iheringia. Série Botânica.; Vol. 77 (2022) Iheringia, Série Botânica.; v. 77 (2022) 2446-8231 0073-4705 reponame:Iheringia. Série Botânica instname:Fundação Zoobotânica do Rio Grande do Sul (FZB/RS) instacron:FZB/RS |
instname_str |
Fundação Zoobotânica do Rio Grande do Sul (FZB/RS) |
instacron_str |
FZB/RS |
institution |
FZB/RS |
reponame_str |
Iheringia. Série Botânica |
collection |
Iheringia. Série Botânica |
repository.name.fl_str_mv |
Iheringia. Série Botânica - Fundação Zoobotânica do Rio Grande do Sul (FZB/RS) |
repository.mail.fl_str_mv |
||iheringia-bot@fzb.rs.gov.br |
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1798948134259261440 |