MARKETING ESTRATÉGICO E EFICIÊNCIA NUTRICIONAL NO CULTIVO HIDROPÔNICO DE HORTALIÇAS: UM ESTUDO DE CASO NO AMAZONAS
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Resumo
Este artigo aborda o marketing estratégico e a eficiência nutricional no cultivo hidropônico de hortaliças, um segmento que vem crescendo nos últimos anos. O objetivo desta pesquisa é investigar como essa estratégia pode melhorar a performance de venda desses produtos. A metodologia utilizada foi a pesquisa bibliográfica, exploratória de natureza qualitativa, com um estudo de caso de uma horticultura de médio porte, líder no segmento de alfaces hidropônicas no Amazonas. O método de coleta de dados foi a entrevista semiestruturada com o proprietário da organização, que foi questionado sobre as suas práticas de marketing e de produção. A análise de dados foi feita através da ferramenta SWOT, que identifica as forças, fraquezas, oportunidades e ameaças do negócio. Os resultados mostraram que a qualidade do produto e a eficiência nutricional são os principais diferenciais competitivos da organização, mas que as práticas de marketing estratégico ainda são incipientes e podem ser melhoradas com ações como patenteamento da marca, criação de um site e de perfis em mídias digitais, estratégias estas sugeridas. A partir desta pesquisa, conclui-se que a horticultura estudada possui um alto potencial de crescimento onde o marketing estratégico pode contribuir para o aumento da competitividade e da lucratividade da horticultura, bem como para a divulgação dos benefícios do consumo da alface hidropônica, elementos cruciais para pesquisas futuras, tanto para o conhecimento científico como para a prática profissional.
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Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
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Esta obra está licenciada sob uma licença Creative Commons Atribuição 4.0 Internacional.
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