Análise das estratégias de inserção na cadeia produtiva do mamão adotadas pela empresa Frutas Doce Mel

Abstract

The research seeks to analyze and identify strategies for entering the company's supply chain of papaya and evaluate the coordination and organizational arrangements adopted by the company in the AgroIndustrial System in kind (in natura SAG) in the domestic and international factors in relation to these forms of action. The analysis is focused on coordination strategies adopted by the company that determines how it reacts and is still facing the domestic and international markets. Concepts related to SAG fresh fruit, food, chain, forms of coordination and governance strategies and form the theoretical basis used to study possible to comprehend the strategy of integration in supply chain and form of coordination and organizational arrangements that predominates in SAG fresh company. Was use of interviews and questionnaires to obtain data.The development of the research was based on analysis of case study. The case selection was based on the prominence and positioning of Sweet Honey Fruit Company against the Brazilian and international markets. The analysis of factors determining the form of coordination and governance, as well as organizational arrangements, enabled a better understanding of the strategy adopted by the firm in a dynamic perspective. The performance achieved by the targeting of strategies for the distribution of papaya in the domestic market international guided the analyzed case being cited in the literature