Marketing como ferramenta estratégica para um posicionamento competitivo no agronegócio

Abstract

The present study aims to analyze whether the strategic positioning tools of Marketing, when used in the competitive business action of small and medium-sized companies in Agribusiness, have contributed effectively to consolidate them as relevant brands in the sector. In addition, we intend to explore the scope of marketing strategies, based on the new technologies that make up Agribusiness 4.0. Methodologically this research is based on a qualitative approach, based on a bibliographic survey on the researched theme, as well as on a case study, in the documentary research format, about the company Venco Saúde Animal. The results of the analysis show a succession of strategies aimed at planning, management, performance and technology that enabled the small business surveyed to face large multinationals. The investment in marketing was one of them, with contributions that increased from R$ 3.4 million in 2016 to R$ 4 million in 2017. In addition, the concentration of investments exclusively in the veterinary market, offering products with improvements and adapted to the scenario national, the professionalization of the company's management, the delimitation between strategic planning and operational management, the creation of the board of directors within the corporate governance model with the role of defining and supervising the company's strategies, in addition to demanding the proposed performance , were decisive measures to leverage Venco Saúde Animal. The partnership with universities and the creation of a research and development center within the factory designed to collect information from the market and seek answers to the demands of breeders, both small and production animals, are among the other successes of thecompany. There is a gap in this research (prepared based on 2017) on the current situation (2020) of Venco Saúde Animal, since, in October 2018, it was fully sold to the British company Dechra, whose primary interest is to seek a strategically significant presence in the Brazilian and South American markets.