Aplicação da estratégia do oceano azul em uma empresa de tecnologia da informação no agronegócio: o caso TBIT
DOI:
https://doi.org/10.24883/IberoamericanIC.v4i1.74Keywords:
Estratégia do Oceano Azul. Inovação. Agronegócio.Abstract
Este trabalho se caracterizou como um estudo de caso realizado em uma empresa do setor de tecnologia da informação voltada para soluções no agronegócio. Objetivou-se aplicar a estratégia do oceano azul nos processos de marketing e comercialização dos produtos da empresa. A metodologia se caracterizou como um estudo de caso realizado a partir de uma pesquisa descritiva, aonde entrevistas individuais com os gestores da empresa e análise documental foram utilizados como coleta de dados. A partir disto foram aplicados modelos da estratégia do Oceano Azul propostos por Kim e Mauborgne, e observou-se que a empresa se encontra em um nicho de mercado a ser explorado com potencial consumidor, porém a empresa apresenta limitações quanto às estratégias de marketing e dificuldades em prospectar clientes.
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