ELABORAÇÃO DE PLANO ESTRATÉGICO EM EMPRESA AGROPECUÁRIA: PROPOSIÇÃO DE UMA ESTRATÉGIA DE MARKETING

Abstract

In the past few years, Brazilian agribusiness has been one of the sectors that most stands out in the country's economy, contributing to the generation of jobs and rent in all the segments also named as “before, inside and after the gate”. Hereupon, businesses focused on agricultural activities become more competitive based in implementation of management tools and business network, which they related. The present report demonstrates a strategic plan for the agricultural products company called Agro Vida, located in the city of Iporá, where it intends to identify aspects of management in which it contributes to market competitiveness. To support the analysis, the bibliographic research was used to understand the concepts inherent a strategic planning. Therefore, to conduct a research, the methodology is characterized as exploratory, with a qualitative approach. In this research the technique used was made by simple observation, interviews and activities in loco, the analysis of the results allowed the identification of potentialities and issues. Through the results it was possible to verify a lack in the requirement of designer and identification of the brand in the packages of 5kg destined to feed birds, since the demand for them is great and this can influence the opportunities of growth in the market. Thereby, it was suggested a strategic action to adapt these packages .