Trade marketing nos canais de distribuição de insumos agrícolas: uma análise das práticas adotadas por uma indústria de fertilizantes junto aos seus distribuidores
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Data
2021-07-21
Autores
Machado, Leandro Bonadio
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
A indústria de insumos agrícolas e a distribuição de seus produtos fazem parte da complexa cadeia do agronegócio brasileiro. Nos últimos anos, os distribuidores de insumos têm passado por um ambiente bastante desafiador, sendo necessárias melhores estratégias de gestão empresarial e comercial para sua manutenção no mercado, dentre essas, as estratégias de trade marketing. O objetivo deste trabalho foi i) determinar como uma indústria de fertilizantes organiza suas estruturas de trade marketing; ii) verificar diferenças entre as estratégias adotadas em diferentes canais de distribuição (cooperativas e revendas). Para tanto, realizou-se uma pesquisa exploratória, de abordagem qualitativa, utilizando a técnica do estudo de caso em uma indústria de fertilizantes agrícolas e em dois dos seus distribuidores: uma cooperativa e uma revenda. Os resultados foram analisados de forma qualitativa, com a triangulação dos resultados obtidos na observação in loco, entrevistas semiestruturadas e formulários com escala Likert. Como resultados têm-se que a percepção da indústria quanto às estratégias de trade marketing diverge da percepção dos canais em determinados pontos, e que, quando os canais discordam entre si, a revenda tende a ter a mesma percepção que o fabricante. A percepção diferenciada da cooperativa em tópicos específicos pode derivar de sua organização “peculiar” de cunho empresarial e social. Por fim, são apresentadas as principais estratégias adotadas na distribuição de fertilizantes pelas empresas estudadas e as similaridades observadas, bem como as limitações da pesquisa e recomendações para trabalhos futuros
The agricultural input industry and the distribution of its products are part of the complex Brazilian agribusiness chain. In recent years, input distributors have been going through a very challenging environment, requiring better business and commercial management strategies to maintain them in the market, including trade marketing strategies. The objective of this work was i) to determine how a fertilizer industry organizes its trade marketing structures; ii) verify differences between the strategies adopted in different distribution channels (cooperatives and resellers). For that, an exploratory research was carried out, with a qualitative approach, using the case study technique in an agricultural fertilizer industry and in two of its distributors: a cooperative and a retailer. The results were analyzed qualitatively, with the triangulation of the results obtained in the on-site observation, semi-structured interviews and Likert scale forms. As a result, the industry's perception of trade marketing strategies diverges from the perception of the channels at certain points, and that, when the channels disagree with each other, the reseller tends to have the same perception as the manufacturer. The cooperative's differentiated perception on specific topics may derive from its “peculiar” organization of a business and social nature. Finally, the main strategies adopted in the distribution of fertilizers by the studied companies and the observed similarities are presented, as well as the limitations of the research and recommendations for future work.
The agricultural input industry and the distribution of its products are part of the complex Brazilian agribusiness chain. In recent years, input distributors have been going through a very challenging environment, requiring better business and commercial management strategies to maintain them in the market, including trade marketing strategies. The objective of this work was i) to determine how a fertilizer industry organizes its trade marketing structures; ii) verify differences between the strategies adopted in different distribution channels (cooperatives and resellers). For that, an exploratory research was carried out, with a qualitative approach, using the case study technique in an agricultural fertilizer industry and in two of its distributors: a cooperative and a retailer. The results were analyzed qualitatively, with the triangulation of the results obtained in the on-site observation, semi-structured interviews and Likert scale forms. As a result, the industry's perception of trade marketing strategies diverges from the perception of the channels at certain points, and that, when the channels disagree with each other, the reseller tends to have the same perception as the manufacturer. The cooperative's differentiated perception on specific topics may derive from its “peculiar” organization of a business and social nature. Finally, the main strategies adopted in the distribution of fertilizers by the studied companies and the observed similarities are presented, as well as the limitations of the research and recommendations for future work.
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Trade marketing, Agronegócio, Estratégias, Insumos agrícolas