The Competitive Strategy in the Product Marketing chain Agroexportables

Abstract

The country's agriculture sector lacks management tools to achieve sustainability in supplying international markets. Given this scenario, it is convenient for farmers or producers to apply strategies to improve production with an export vision. At present, the agriculture sector presents a lack of competitive strategies oriented to face the activities that occur in the export marketing chain. For the following reasons: i) the farmer does not receive reliable information to develop the crop, he is only guided by the price it has in the market, having the thought “if it has a good price, I plant the product”; ii) the farmer does not have the tools or knowledge to negotiate with the national and international market; iii) the farmer does not prioritize the quality of production; iv) the farmer only shows interest in selling the production, just before the harvest. The international market requests products where they emphasize elements such as quality and volume, before this only large agro-export companies can meet the requirement, but the rest of the agriculture that wishes to export is difficult to reach that requirement. By applying a strategy such as the specific case of homogenizing crops at a certain time of the year, with the aim of increasing the volume of production and thus offering in the international market, consequently covering more potential markets could meet a element that is the export volume that the market demands. Therefore, it is important that companies or the agricultural sector seek to apply mechanisms to specify the quality of production, backed by adequate permanent advice from a professional specialist in managing and controlling an adequate crop management, the element of quality is a quality that has an influence on the price, consequently, also on the market opportunity that the farmer may have.