Estratégias mercadológicas em cooperativa agropecuária: estudo de caso no sul de Minas Gerais

Abstract

The purpose of this work is to analyse strategies applied by cooperatives of milk producers in order to increase to acquisition of milk production. CORPLES - Cooperativa Regional de Produtores de Lei te de Serrania Ltda - v/as the object of the studies and analysis, trying to identify the quantities of milk offered in its geographical área of service, the capacity of the cooperative in milk absorption, as well as all the characteristics which influence the productive system. The study was developed during the period of 1983, 1984 and 1985. Questionaries were used permitting the identification of the strategies used by the cooperative to increase the capacity of milk production. The results obtained during this period of study showed the expansion of the staff employees, because of a better offer of supporting service for the associated producers; " the significant growth of milk production by CORPLES, at this period, propitiating the increase of the joint stock and the participatior. of CCL - Cooperativa Central de Laticínios de São Paulo. The economic results in view of operation strategies applied by CORPLES, showed a high capacity of liquidity reflecting a reduction of the levei of indebtness where with a better movemer.- of stock was obtained, resulting in higher Índices of investment profit. This performance permitted the raising of the investment levei reached by CORPLES during the studied period. A statistical analysis of the milk production during period studied showed that the centralized moving average at thd rate of moving average was calculated, displays an addec instrument of interpretation of data permitting a more detailec anajlysis. It's impcrtant to observe that the data was applied on regression analysis, where the behavior of the monologaritmic was the only one that presented possibilities of surplus during the projected time. In this manner the data presented during this period the cooperative permitted an evaluation of the marketing strategies so that, in the present work the purpose was to characterize a case study, allowing therefore analogies for other researchers whose work will be developed in other regions.