comercialização de flores e plantas ornamentais no segmento varejista no município de lavras/mg flowes and ornamentals plantas commercialization in retailer segment at lavras/mg
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ID: 214742
2007
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Abstract
O mercado brasileiro de flores e plantas ornamentais apresenta-se com perspectivas de crescimento e conseqüente incremento para os principais segmentos da cadeia produtiva: produção, distribuição e comercialização. Esta previsão, bastante otimista, vem atraindo para o setor novos empreendedores, com conseqüente aumento da concorrência e a constante necessidade da busca por novos produtos e serviços. Com o objetivo de compreender a nova tendência da cadeia de flores e plantas ornamentais e de avaliar a estrutura do segmento varejista no município de Lavras (MG), realizou-se um levantamento de informações junto aos estabelecimentos que comercializam flores e plantas ornamentais, no primeiro semestre de 2003. Para tanto, utilizou-se de uma pesquisa de caráter exploratório, com perguntas voltadas à estrutura operacional da empresa, além de questões sociais sobre o florista, podendo-se citar o nível de conhecimento na área e preocupação com atualização. No município não há estabelecimentos com auto-serviço de flores e plantas ornamentais, apenas floriculturas comerciais, que totalizam 11 estabelecimentos, dentre os quais, 64% realizam projetos paisagísticos, 73% oferecem trabalhos de jardinagem, e 45% possuem produção própria, sendo que esta se caracteriza, de modo geral, por plantios protegidos em pequenas áreas, voltados para o próprio abastecimento, apenas com cultivos orgânicos, simplificados, de mudas para jardim. Assim, todos dependem do fornecimento regular de plantas, em sua maioria realizado diretamente por grandes atacadistas, ponto a ponto. De maneira geral, observou-se que os varejistas limitam-se à participação na disputa de preços, mostrando-se preocupados com os altos níveis de competitividade em que o mercado encontra-se e menos interessados na diversificação dos produtos e serviços e estratégias de marketing. Por outro lado, há poucos comerciantes voltados para a oferta de produtos com valores agregados e inovadores, buscando maiores margens. Pode-se inferir que isto se deve ao tempo de atuação no mercado, uma vez que 64% das empresas possuem mais de 6 anos, enquanto as outras 36% atuam há menos de 3 anos. Um dos principais problemas informados pelos comerciantes locais é a concorrência com vendedores ambulantes de plantas. Devido, em parte, à competitividade no segmento, não se observa interação entre os floristas, excluindo-se assim, a possibilidade de uma integração produtiva, a qual, entre outras vantagens, poderia proporcionar melhor estruturação do setor.
Ornamentals plants and flowers Brazilian market has been presenting increase perspectives and consequent increment for the main segments of productive system: production, distribution and commercialization. This optimist prevision has been attracting new undertakes occasioning an increase of competition and the search necessity for new products and services. To understand the ornamental plants and flower new tendency and to analyze the retail segment structure at Lavras County, State of Minas Gerais, Brazil, that was the main purpose of this work, were got information at the flower and ornamental plants establishments at the first semester of 2003. For this porpose, was made an exploratory research with questions about the enterprise operational structure and social questions about the florists, like knowledge level in the area and their concern about to be up to date. In the county there aren't cash and carrier flower's shops, only commercial floriculturist, among them 64% work with landscape design projects, 73% offer gardening works, and 45% have self-production, being characterized generally by protected planting in small areas and only organic and simplified cultivation of garden's seedlings for self-provisions. Therefore, at the majority all florists depend on regular plants supply accomplished directly by large wholesaler, store to store. In general, it was observed that the retailers are limited in the price dispute showing their concern with the market competition high levels, and fewer interested in the productions and services diversification. Moreover, there are few sellers that offer innovation of products and services with aggregated value, searching for highest margins. This can be the result from the time of the floricultures at the market, once that 64% of the enterprises have more than 6 years, while the others 36% have fewer than 3 years. One of the main problems informed by the local florists is the competition of the door-to-door plant's salesmen. Due to the competitiveness of the segment, there isn't florist interaction excluding a productive integration possibility that can afford a better sector organization among others advantages.
Ornamentals plants and flowers Brazilian market has been presenting increase perspectives and consequent increment for the main segments of productive system: production, distribution and commercialization. This optimist prevision has been attracting new undertakes occasioning an increase of competition and the search necessity for new products and services. To understand the ornamental plants and flower new tendency and to analyze the retail segment structure at Lavras County, State of Minas Gerais, Brazil, that was the main purpose of this work, were got information at the flower and ornamental plants establishments at the first semester of 2003. For this porpose, was made an exploratory research with questions about the enterprise operational structure and social questions about the florists, like knowledge level in the area and their concern about to be up to date. In the county there aren't cash and carrier flower's shops, only commercial floriculturist, among them 64% work with landscape design projects, 73% offer gardening works, and 45% have self-production, being characterized generally by protected planting in small areas and only organic and simplified cultivation of garden's seedlings for self-provisions. Therefore, at the majority all florists depend on regular plants supply accomplished directly by large wholesaler, store to store. In general, it was observed that the retailers are limited in the price dispute showing their concern with the market competition high levels, and fewer interested in the productions and services diversification. Moreover, there are few sellers that offer innovation of products and services with aggregated value, searching for highest margins. This can be the result from the time of the floricultures at the market, once that 64% of the enterprises have more than 6 years, while the others 36% have fewer than 3 years. One of the main problems informed by the local florists is the competition of the door-to-door plant's salesmen. Due to the competitiveness of the segment, there isn't florist interaction excluding a productive integration possibility that can afford a better sector organization among others advantages.
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ceratti2007cinciacomercializao
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| Authors | ;Marina Ceratti;Patrícia Duarte de Oliveira Paiva;Magno de Sousa;Thaísa Silva Tavares |
| Journal | information and software technology |
| Year | 2007 |
| DOI |
10.1590/S1413-70542007000400040
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