Prospecção mercadológica de exportação de linguiça para um mercado africano para uma agroindústria do oeste catarinense
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Arquivos
Data
2015
Tipo de documento
Monografia
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Humanas
Modalidade de acesso
Acesso embargado
Editora
Autores
Martini, Pamela
Orientador
Mayer, Beatrice Maria Zanellato Fonseca
Coorientador
Resumo
O presente trabalho elabora uma prospecção mercadológica para a exportação de lingüiça brasileira para um mercado africano, definido como mercado alvo pela técnica de seleção de mercados, o qual resultou Angola, que representa um bom potencial de mercado para a exportação de lingüiça. O estudo mercadológico aprofundou a análise nos aspectos do macro ambiente e micro ambiente, bem como os aspectos relacionados ao composto mercadológico do mercado alvo: produto, preço, praça e promoção. Por meio de pesquisa bibliográfica, documental, quantitativa e qualitativa, aplicada, com duas entrevistas realizadas, os resultados mostraram que Angola representa um grande potencial de consumo, porém, ele está concentrado nas três principais cidades. O país é ainda, vítima de guerra civil e desigualdade social e sua infraestrutura é precária. Angola é altamente dependente dos produtos importados e no setor de embutidos, Portugal é o principal fornecedor, contudo, a participação do Brasil é a segunda maior. Há uma variedade de linguiças produzidas e comercializadas no país e a similaridade com as linguiças brasileiras é grande. Porém, o consumo de carnes e embutidos está mais associado ao poder aquisitivo do que as preferências e hábitos alimentares. O monopólio do mercado de embutidos em Angola encontra-se nas mãos de cinco empresas e a principal rede de supermercados pertence ao governo. Por fim, conclui-se que Angola representa um potencial mercado consumidor que apresenta uma gama de desafios internos e externos a serem superados
This study was aimed to develop a marketing research about the fish fillets exportation produced in Santa Catarina through the fishing and aquaculture. One of the main goals was to highlight the Brazilian potential in developing this activity using the challenge of exploring new markets as a stimulus to develop the competitiveness of the sector. Through basic research, exploratory, qualitative and quantitative, literature and documents were prepared essential steps to market research as: market selection has resulted in Colombia, after a thorough decision matrix, as the most attractive country for export of fish, subsequently conducting competitive analysis and a study of the conditions of the macro and micro environment of this market. He got up a set of information about the fisheries and aquaculture sector in the target country, Colombia, and suggested possible ways of entry into that market. We conclude that the export of fish fillets produced in Santa Catarina to Colombia is possible, the market is large, the power consumption is presented in constant growth, however there is a range of internal and external challenges to be overcome by Brazilian entrepreneur, they are: High tax burden and poor infrastructure, adapting products to new market and international competition from countries with crop production fished more evolved as Chile and Peru, as well as the giant of the world economy, China, which together with his confrere Asian Vietnam and Indonesia dispute Colombian consumers using their traditional differential based in competitive prices
This study was aimed to develop a marketing research about the fish fillets exportation produced in Santa Catarina through the fishing and aquaculture. One of the main goals was to highlight the Brazilian potential in developing this activity using the challenge of exploring new markets as a stimulus to develop the competitiveness of the sector. Through basic research, exploratory, qualitative and quantitative, literature and documents were prepared essential steps to market research as: market selection has resulted in Colombia, after a thorough decision matrix, as the most attractive country for export of fish, subsequently conducting competitive analysis and a study of the conditions of the macro and micro environment of this market. He got up a set of information about the fisheries and aquaculture sector in the target country, Colombia, and suggested possible ways of entry into that market. We conclude that the export of fish fillets produced in Santa Catarina to Colombia is possible, the market is large, the power consumption is presented in constant growth, however there is a range of internal and external challenges to be overcome by Brazilian entrepreneur, they are: High tax burden and poor infrastructure, adapting products to new market and international competition from countries with crop production fished more evolved as Chile and Peru, as well as the giant of the world economy, China, which together with his confrere Asian Vietnam and Indonesia dispute Colombian consumers using their traditional differential based in competitive prices
Palavras-chave
Comércio internacional, Pesquisa de mercado, Indústria animal, Exportação, Alimentos - Indústria