Estudo mercadológico para exportação de filé de peixe congelado
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Arquivos
Data
2013
Tipo de documento
Monografia
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Humanas
Modalidade de acesso
Acesso aberto
Editora
Autores
Scotti, Ricardo
Orientador
Mayer, Beatrice Maria Zanellato Fonseca
Coorientador
Resumo
Este trabalho objetivou elaborar um estudo mercadológico para exportação de filés de peixe produzidos em Santa Catarina a partir da pesca e da aquicultura. Foi buscado evidenciar o potencial brasileiro para o desenvolvimento desta atividade utilizando o desafio de explorar novos mercados como estímulo a desenvolver a competitividade deste setor. Por meio de uma pesquisa básica, exploratória, qualitativa e quantitativa, bibliográfica e documental foram elaboradas etapas essenciais ao estudo de mercado como: seleção de mercado que resultou na Colômbia, após uma minuciosa matriz de decisão, como o país mais atrativo a exportação de pescados, realizando posteriormente a análise da concorrência e um estudo das condições do macro e do micro ambiente deste mercado. Levantou-se um conjunto de informações acerca do setor da pesca e aquicultura no país-alvo, a Colômbia, e foi sugerido possíveis modalidades de ingresso no referido mercado. Conclui-se que a exportação de filés de peixes produzidos em Santa Catarina para Colômbia é possível, o mercado é grande, o poder de consumo se apresenta em constante crescimento, entretanto existe uma gama de desafios internos e externos a serem superados pelo empresário brasileiro, são eles: alta carga tributária e infraestrutura deficiente, adequação dos produtos ao novo mercado e concorrência internacional de países com cultura de produção de pescados mais evoluída como o Chile e o Peru, assim como, o gigante da economia mundial, a China, que juntamente com seus coirmão asiáticos Vietnam e Indonésia disputam o consumidor colombiano utilizando seu tradicional diferencial, os preços competitivos
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 pesqueira