Estudo do mercado da carne bovina proveniente de uma aliança mercadológica

Abstract

The study aimed to identify the supply chain of APROCCIMA meat, the brand as well as to identify the perceptions of quality in the chain of production and consumer behavior with respect to the product. This meat brand is organized to work in the form of alliance marketing with certification of origin. The research method involved three distinct stages: 1 - through interviews with coordinators of the alliance, the four officers involved were identified in the production chain: producers, processing agro-industry, retailers and consumer market; 2 - application of structured questionnaires to the three first links with common questions that aimed to identify perceptions of quality between these agents. In the second part of the questionnaire there were questions surrounding the characterization of alliance marketing, for descriptive purposes of identification of the SWOT matrix; 3 - consumer acceptance test, made by meat samples distributed to potential consumers of these products, directly in the points identified in the analysis of the production chain. The characterization of the supply chain has followed a consistent conceptual approach to the systemic understanding of its structure and functioning. As results of this study are to characterize the production chain and consumer behavior in relation to the product, identification of strengths and weaknesses, opportunities and threats of alliance marketing, study the acceptance of potential customers and identifying new markets for the product APROCCIMA meat. The production chain is characterized by thirteen producers, agribusiness and only four retail outlets that sell in two cities. The two most cited strengths were management alliance and product quality and weaknesses were low individual and full-scale production and production costs. The greatest opportunities identified were technological innovation and training of the workforce and greater threats were large companies in general meat trade and the lack of rural labor in the region.