Revista Eletrônica Competências Digitais para Agricultura Familiar (Dec 2017)
Rural marketing as an aid tool in Family Farming: A Case of Study of “Assentamento Conquista/MS”
Abstract
Over the past decades land reform policies have made great advances, however the reality of rural settlements in Brazil are disparate and inconclusive, since the criteria that permeate differ and are difficult to understand. Understanding and accepting the neologism of agribusiness as the nearest rural marketing, some concepts in the literature were searched. The information was obtained from July / September 2012/2014. This is a case study with descriptive and exploratory research of the literature, interview with endogenous and exogenous actors in the settler community, including the problems of production management and the milk market as a source of income for its sustainability besides the peculiar determinants of public policy actions, with respect to transactional conditions of the settlers. We aimed to check for rural marketing , printed in the transactions of Conquista Settlement, glimpsing the four dimensions of sustainability and in a specific way: Identify and describe the main production chains existing in the settlement; Describe and analyze the marketing strategies used in the main source of income of the settlement; Detect the actions triggered by the local Association in pursuit of greater competitiveness and integration in the market; If necessary, carry out actions that add value to allow management exercised by them. The main challenge to identify the marketing strategies in the rural community in a rural setting allowed us to identify the weaknesses and help to mitigate them, as well as the strengths of survival of this population. Note the absence of a management process that uses planning, organizing, directing and controlling. Concomitantly there are no marketing strategies by total ignorance of the subject.
