Resumo

ISSALY, Liliana Cristina et al. Marketing Strategies of Small and Medium Producers of Sheep and Goat Meet in the Southern Province of Cordoba, Argentina: Cases Studies. Cuad. Desarro. Rural [online]. 2010, vol.7, n.65, pp.85-105. ISSN 0122-1450.

This study deals with the production of sheep and goat meet as an economically profitable, technically feasible, and commercially possible option for small and medium producers in Rio Cuarto department, province of Cordoba. This exploratory work was geared toward identifying the relationship between the producer's profile and his capacity to negotiate enterprises in a sustained manner and to optimize marketing strategies in the sheep and goat meet production sector. Environmental factors involved and their degree of incidence in the strategies used by the producers were analyzed. Case studies and problem trees for each type of production were performed. Types of innovating producers were identified since they profit from existing opportunities and would be able to carry on production when faced with adverse scenarios. Environmental elements that are perceived as threats are related to the limited internal and external market development. It has been proposed to develop participative Strategic Plans with public and private agents and institutions.

Palavras-chave : sheep and goat meet production; marketing strategies; case studies; problem tree; strategic plan; Ovine meat; Goat Meat; Production; Córdoba (Argentina); Marketing Strategies.

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