Estudo do posicionamento estratégico das cooperativas agropecuárias de leite do Agreste pernambucano

Abstract

The production of dairy products is a key economic supporters of rural region in Pernambucano where Ipanema Valley and Ipojuca Valley concentrate 53% of the total of produced milk in the state. In the current economic market of dairy products, cooperatives, as well as companies in general, need to develop new business models in order to reach an administrative direction of its executives and associates to grow and to develop. Therefore, the adoption of strategies enhancing the standards of competitiveness, as well as administrative and management competence are needed to achieve a better market position and compete on equal terms with companies. This research studied the Competitive Positioning of the three cooperatives in activity in these microregions: COOP ANEMA, COOPLESA and COOPSAL. Thus, this study aims to examine the competitiveness of Milk Agricultural Cooperatives in Central and South Rural regions of Pemambuco, through its competitive factors, identifying their vulnerability and capability in marketing their products facing large buyers and evaluating how economic results interfere with social outcomes. The methodology in this analysis was qualitative, with the use of questionnaires and interviews with presidents, directors and associates of the three cooperatives. With these results we can verify that the cooperatives, besides being located in different microregions they differ in their structures, and in structures and in the commercialization ofthe products. However, they have similarities in relation to partnerships in training members, adoption of generic strategies of focus and leadership in total cost and suffer from high informallity in the sector. Therefore, it is necessary to promote cooperative campaigns with official institutions responsible for inspection and health monitoring for quality assurance of products and also to defme strategies aiming to increase herd productivity, besides training in management tools for their managers.