Estudo do comportamento estratégico e competitividade na gestão de cooperativas (caso da Cooperativa de Colonização Agroindustrial Pindorama/ AL)

Abstract

The cooperatives show a great relevance position in Brazilian economy, due to job places generated and due to a social and economic developing alignment, mainly in the small rural properties. The farming cooperatives work on the foment and the commercialization of farming products, moreover installing new cultivations and aggregating value to the products via agroindustry complexes. The growing of these organizations demand more often a professionalization of the sector and a creation of the strategies heading to the positioning. Facing this reality, this research has studied the market of COOPERATIVA DE COLONIZAÇÃO AGROINDUSTRIAL PINDORAMA (Cooperative of Colonization Agro Industrial Pindorama), the biggest cooperative in the state of Alagoas, with the objective of analyzing the strategy of competiveness of juice industry. The studies were based in the structure of the five competitive forces in the market, based in Porter. The qualitative analysis of the data revealed the main positioning of Pindorama heading each one of the forces highlighting the necessity of the Cooperative in adopting an strategic posture which permit a better positioning facing this group of competitive forces,aiming an anticipation of market changing. It was verified a lack of great utilization of market research, which could provide to Pindorama a better competitive equilibrium. It was verified however that it can, moreover it makes with relative efficiency inside the markets, not losing sight of its constitutive mission while cooperative: to propitiate to its cooperates a better condition of life. The conclusion it gets was that the Pindorama organization the way it economically works and compose its cooperates can constitute itself, inside the limits imposed to a empiric research like the one which preceded, in a model of management applicable to the cooperatives administration. At least in the cooperative organizations in the northeast of Brazil.