ESTRATÉGIAS DE COMERCIALIZAÇÃO DE LEITE E DERIVADOS LÁCTEOS: UM ESTUDO DE CASO
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Data
2008-12-01
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Universidade Federal de Goiás
Resumo
The objective of this work was to present how the milk industry formulates its strategies
for the maintenance of a lasting relation with the retail customer. This present
dissertation deals with the strategic management and their relationship with the
supermarket sector- their main client. The use of the five competitive dimensions -
negotiation, flexibility, innovativeness, dependability and image - used in the Kolhs
model (2004), had formed the theoretical and methodological basis of the text. It was
used the case study method, are opting in two companies of relevance in the State of
Goiás. As data collection instrument was used questionnaires, interviews and visits in
loco. It was possible to collect data that, in a first time, qualified the variables most
valued by the supermarket network in the selection of suppliers of dairy products and a
second time through the Importance x Performance Matrix to evaluate the strategic
positioning of the milk industry for these variables. The results showed that the strategy
of the milk industry studied is mainly formed in the generic strategy of internal growth,
perceived by the actions of geographical expansion and product mix. It was also noted
the importance attached by the scale reliability supermarket. The analysis revealed that
the dairy flexibility dimension is the dimension where the dairy has a better ability, then
the size innovative capacity.
Descrição
Citação
PEREIRA, Kenia Tomaz Marques. STRATEGIES OF MARKETING OF MILK AND
DAIRY PRODUCTS: A CASE STUDY. 2008. 136 f. Dissertação (Mestrado em Ciências Agrárias) - Universidade Federal de Goiás, Goiânia, 2008.