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Master's Dissertation
DOI
https://doi.org/10.11606/D.74.2020.tde-10062021-121144
Document
Author
Full name
Daniel Machado
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
Pirassununga, 2020
Supervisor
Committee
Carrer, Celso da Costa (President)
Bispo, Carlos Alberto Ferreira
Cardoso, João Augusto
Firetti, Ricardo
Title in Portuguese
Análise do perfil do cooperado como ferramenta de gestão estratégica de marketing em cooperativa do setor do agronegócio
Keywords in Portuguese
Agronegócio
Cooperativa
Gestão de marketing
Gestão estratégica
Abstract in Portuguese
O cooperativismo preconiza a colaboração e a união de seus membros cooperados, a fim de obter vantagens econômicas em suas atividades com a ampliação das escalas de compra de insumos e/ou comercialização de produtos. Normalmente, as cooperativas atuam para contribuir nas reduções de custos de produção, melhores condições de prazos e preços nos insumos utilizados e consequente aumento da lucratividade de seus cooperados. Estima-se que no Brasil existem, aproximadamente, 6.800 cooperativas, das quais 3.500 são de origem agropecuária, demonstrando a força desse segmento na agroeconomia brasileira. As corporações utilizam-se, cada vez mais, da ferramenta de marketing em sua gestão estratégica e isso permite reconhecer e compreender o que consumidores necessitam, ajustando as demandas de insumos e o planejamento estratégico dentro das organizações. Este trabalho foi realizado por meio de pesquisas quantitativas, através de técnicas de análise estatística Descritiva e Multivariada (Fatorial em Componentes Principais e de Agrupamento) e refere-se a um estudo de caso com banco de dados da Cooperativa Coopercitrus, mais precisamente da filial de Pirassununga, a fim de se aumentar a eficácia do atendimento do perfil de seus associados, sobretudo em relação à gestão do consumo de insumos, nos diversos segmentos da empresa. Como produto direto da pesquisa, buscou-se sugerir estratégias para a ampliação de resultados operacionais e cumprimento das metas da organização. Ao final, as técnicas de análise se mostraram eficazes para o diagnóstico que se propôs, resultando em uma série de procedimentos que se sugere implantar na empresa.
Title in English
Analysis of the cooperative's profile as a strategic marketing management tool in a cooperative in the agribusiness sector
Keywords in English
Agribusiness
Cooperative
Marketing management
Strategic management
Abstract in English
Cooperatives advocate the collaboration and union of their cooperative members, in order to obtain economic advantages in their activities with the expansion of the scales of purchase of inputs and / or commercialization of products. Normally, cooperatives act to contribute to the reduction of production costs, better terms and prices for the inputs used and the consequent increase in the profitability of their members. It is estimated that in Brazil there are approximately 6,800 cooperatives, of which 3,500 are of agricultural origin, demonstrating the strength of this segment in Brazilian agroeconomics. Corporations are increasingly using the marketing tool in their strategic management and this allows them to recognize and understand what consumers need, adjusting the demands for inputs and strategic planning within organizations. This work was carried out by means of quantitative researches, using techniques of Descriptive and Multivariate statistical analysis (Factorial in Main and Grouping Components) and refers to a case study with a database of the Cooperativa Coopercitrus, more precisely from the Pirassununga, in order to increase the effectiveness of meeting the profile of its members, especially in relation to the management of input consumption, in the various segments of the company. As a direct product of the research, we sought to suggest strategies for expanding operating results and meeting the organization's goals. In the end, the analysis techniques proved to be effective for the diagnosis that was proposed, resulting in a series of procedures that are suggested to be implemented in the company.
 
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ME10199321COR.pdf (758.36 Kbytes)
Publishing Date
2021-06-10
 
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