Curva de valor e matriz de slack aplicados em uma empresa de sementes de milho

Abstract

The Corn Seed Business is of great importance for the Brazilian agribusiness, with a 35% increase in the last two decades and with a market value that may get close to 5 billion reals per crop year. This is a highly competitive agribusiness segment that requires participating companies a high level of performance. In this complex scenario, increases the importance of companies understand increasingly the customers’ needs and create differentials, improving their value attributes. For this case study, was searched informations with companies who produce corn seed, resellers and producers to identify the value attributes with their respective importances, through the value curve and the performance of the researched companies with their competitors in relation to products and services offered, using as toll the Slack matrix; to verified for possible distortion in the performance evaluation of company was done an analysis of the performance view in the optic of customers compared to the employees’ opinion. For a better evaluation and detect the best strategies, customers were segmented into three categories: resellers, grain producers and producers of silage. Afterwards was determined the strategies of shot, medium and long term to increase the company competitiveness. It concludes that the market has required seeds with very high physiological quality, reinforcing the company’s strategy of investing to obtain seed with standards above legal parameters and its competitors; became clear the need to enhance the biotech partnership to meet a client each day more demanding for technology; and reinforce, as a competitive differentiator, the company’s vocation to act in the silage producer market.