Proposta de soluções estratégicas para as dificuldades na comercialização do mel e derivados produzidos pelos associados à APAPS no município de Pau D´Arco do Tocantins

Abstract

The execution of good processes combined with high technology makes it possible to increase production. However, an important part of these processes is the commercialization of what is produced. In view of this, this research aims to propose strategic sales solutions in order to minimize difficulties in marketing honey and derivatives produced by family farmers and is justified, as in this context it presents an academic study on beekeeping activity, which, although it is arousing interests, it has faced some difficulties in the sales processes, in addition to there being few studies on it and on the commercialization of beekeeping products in general. This research has the following characteristics: it is applied in nature, with exploratory objectives, a qualitative approach, using methods such as a case study, which had as its object of study the Association of Small Beekeepers of the Sudam Project - APAPS; content analysis, which examined the interview directed to the president of APAPS; bibliographical research, which searched and discussed scientific articles and books on Google Scholar, as well as in the Scielo, Science Direct, Scopus and Web of Science databases using the key words: family farming and marketing, short marketing circuits, honey, beekeeping, in addition to document analysis, which searched for documents on public agency websites related to the topic. With this information, the articles were read in order to summarize the objectives of each one, appreciating the results and conclusions on the subject studied. Furthermore, corroborating the theme of this research, a form containing 27 questions was applied to 11 of the 18 members, to seek information about the beekeepers and characterize them. Therefore, the research, in addition to proposing strategic marketing solutions, qualifies beekeepers, presents information regarding their sales difficulties, the marketing methods used and points out possible marketing channels applicable to family farmers.