Estratégia e marketing na administração do confinamento de bovinos de corte

Abstract

The objective of this research was to identify the interaction between market. company and the product that affected the administration of the cattle confined in the "Triângulo Mineiro" from 19S5 to 1991. To know the competitives forces of the organization in the meat industry identifying the growth alternatives and opportunities in the cattle confined production and to locate the stage of the life cycle of the meat derived from- confined cattle in the product life cycle. The methodology was concentrated in the exploratory research and the used method was the "each case study". The study was done in a company that operates in several sectors of the economy including the rural sector. In this company, the first project of cattle confined was settle in 19S5, with 250 animals in "feed-loot" system, with a progressive growth achieving 6000 animals in 1991. For analysis, it was used the market-strategist model that consists of theory adjustment to the practice to identify and to answer the objectives pretended in this research. This model was developed step by step collecting primary datas. The company has as a competitive advantage the production and administration high technology used by the organization. In the competitives forces analysis it was observed a low scale economy and the inexistence of product differentiation that encourage the threaten of entrance of new companies. As to the alternatives of growth opportunities the company studied detected the two types of opportunities in its action field and region - the entrepreneurship given the big size of the group and the probable aiding of its image next to the consumers - and the environmenta1 - due to the non existence of competition for the quality standard offered by the product. Among the several differentiated forms of growth the organization adopted the integrated growth "onward" and "backward". The study of the product life cycle revealed that the meat from young animals is in the pioneer stage of the life and it requests an adequate strategy and marketing. This study conclusion reveals the importance of the knowledgment of the product life cycle and of the competitive forces for the alternatives development and opportunities of the firm growth.