Oportunidades e pontos críticos ligados à comercialização de sementes de soja

Abstract

The sustainability of a seeds company is related to the way how this company perceives the constant changes verified in agribusiness and manage, through this perception, adjust the needs imposed by the system. The aim of this study was to research with the customers of a seeds company from Alto Uruguai-RS, what they thinking about the competitive criteria involved in soybean seeds agribusiness. In order to position them to identify opportunities and critical points that can help in decisions of short, medium and long term to obtain competitive advantage against competitors. For that four competitive dimensions (technical, management, marketing and image) were established. The research was conducted in 2009 by a questionnaire applied to eighteen most important customers of the company, from region northwest – RS, west - PR and south center - MS. So as to identify the company’s performance against direct competitors was used the information from the departments of marketing, sales and staff from the company, and the directors itself. From the results “Importance x performance” matrix was generated. The dada showed that the company need to advance in thirteen of twelve criteria, indeed priority is competitive advantage against competitors, therefore the criteria was in Improvement Zone. However, none criteria were in Excess or Urgent Action Zone, showing that the company manage to balance the various criteria. For this that company is, in minimum, in same level of these direct competitors, being better than in some important points like ethics, company’s localization and internet negotiations.