O MARKETING COMO SISTEMA DE GESTÃO APLICADO À AGRICULTURA FAMILIAR

Abstract

Family farmers historically run into some difficulties to keep their undertaking. That is due to management deficiency, environmental conservation and business handling. Contemporary marketing is consisted of a system that has in view the balance of necessities, expectations and the potential of organizations and the market that it performs on. If it is efficiently introduced, marketing can collaborate to the farmers undertaking consolidation, which can produce a social equity, besides providing natural resources maintenance and a better quality of life for the whole family. However, to reach this level, the cultural, political, ecological, and environmental and space areas, where it is located, should be taken into consideration. The marketing strategic planning is based on field research and also on specific tools that establish objectives, strategies to make viable for family farmers search for their economic, social and environmental sustainability. This paper is the result of bibliographical and descriptive research achieved through a questionnaire conducted in the cities of Silvania, Orizona and Bela Vista de Goiás, and has got as its aim to diagnose the general characteristics of its present object, which is the family farmers, moreover identify the handling, the used techniques, and the level of capacity suitable and as well a qualified producer, and from that point on proposing management options looking forward to the consolidation of the dairy producers.