Estratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial)

• Ano de defesa: 2011
• Autor(a) principal: Marx, Antonio Carlos
• Orientador(a): Meneghello, Geri Eduardo
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Pelotas
• Programa de Pós-Graduação: Programa de Pós-Graduação em Ciência e Tecnologia de Sementes
• Departamento: Faculdade de Agronomia Eliseu Maciel
• País: BR
• Palavras-chave em Português: Agronegócio; Sementes de soja; Marketing-mix; Estratégias de marketing
• Palavras-chave em Inglês: Agribusiness; Soybean seed; Marketing-mix; Marketing strategies
• Área do conhecimento CNPq: CNPQ::CIENCIAS AGRARIAS::AGRONOMIA::FITOTECNIA::PRODUCAO E BENEFICIAMENTO DE SEMENTES
• Link de acesso: https://guaiaca.ufpel.edu.br/handle/123456789/1366

This project shows the understanding of marketing-mix as a strategy to be used to divide in segments the aimed market, in order to overwhelm the competition and excel the customers demand. The theoretical fundaments about the theme suggest a defined conceptual option. It shows the marketing composed by four basic elements product, price, place and advertising which are combined in order to achieve the customer satisfaction in the aimed segment, that is the Coopavel s (COOPAVEL in Cascavel, PR) soybean farmer with a planted area equal or less than 350 ha. The project objective was to identify the variables which are more evident to the soybean seed customer, giving dimensions to the major points of decision in the product purchase process, highlighting relevant technical and behavioral details and creating marketing-mix actions and strategies for COOPAVEL according to the project proposition. The case study gives an interesting opportunity to gather information allied with a market oriented entrepreneurial strategy. Facing the project results, one will conclude that the company that uses modern marketing concepts will follow the market metamorphosis and will guarantee its competitiveness and the customer s loyalty and satisfaction.