As estratégias de marketing adotadas pela farinha Missões

Abstract

The objective of this study was analyze the marketing strategies adopted by "Farinha de trigo Missões", taking in mind the situation that Brazil is the second largest producer of wheat, but even so, it still is not self-sufficient in the production of this grain, requiring import it from other producing countries. So that the desired goal in this work could be reached, was used as a methodology the descriptive qualitative study, which was conducted at the Agricultural Cooperative Mixta San Roque Ltda - "Cooperoque", with the object of interest to "Farinha de trigo Missões". A semi-structured interview was conducted with the director of the cooperative marketing, which has information about "Farinha de trigo Missões" necessary for this study. The information obtained in the interview were written and analyzed critically. With data analysis, it is concluded that the conditions for market entry flour are not very favorable, mainly due the lack of raw material available, and that the strategies adopted by "Farinha de trigo Missões" to compete are quality in the product, quality in customer service and constant visits from vendors at points of sale of flour missions, including the distribution of brochures and banners to their disclosure.