Critérios competitivos considerados na aquisição de sementes de milho híbrido na região sul de Goiás

Abstract

The yield of a corn crop is the result of the genetic potential of seeds and planting site conditions, in addition, crop management. The correct choice of the seed may be reason for success or failure of the crop. For the ideal choice of a seed, some criteria should be considered at the time of purchase. An applied research has been conducted with closed questions, which provided the researcher greater knowledge about the research problem. Two hundred (200) farmers were interviewed in the southern State of Goiás, with a questionnaire of seventeen questions relating to the supply of seeds and the degree of importance assigned by customers. The competitive criteria speed, uniformity of germination and emergence of seed purchased (quality of the seed), the fact that the seed has already come treated, availability of seed in the field, on the day and time scheduled for the beginning of the sowing and reliability of the company in relation to commitments are well valued by customers. To identify the company's performance ahead of direct competitors, information were used from the departments of marketing, sales and research of the company, as well as directors and managers of sales of three distributors of seeds (resale) of the region studied. From the analysis of information through the Matrix "Importance - Performance" Slack (2002) adapted by Kohls (2004), it was possible to propose specific strategies for each problem noted with the aim of improving the company's position in the market before their competitors. It suggested a campaign of social marketing for that the customer values the company's performance according to some competitive criteria. It was also emphasized the need to establish partnerships in different departments of the company to solve short-term competitive position of the criteria in the areas of urgent action and improvement.