Planejamento Estratégico no Agronegócio Cafeeiro
Análise SWOT e Aplicação do 5W2H em uma Fazenda de Café
DOI:
https://doi.org/10.5281/zenodo.14529794Keywords:
Diagnóstico, Planejamento Estratégico, Café, Agronegócio, Pequena Propriedade RuralAbstract
This study analyzes the application of strategic planning in coffee agribusiness, focusing on a small rural property located in Bom Jardim, Rio de Janeiro. The globalized context of the coffee sector poses challenges such as price volatility and the growing demand for high-quality products. In this scenario, strategic planning emerges as an essential tool for maintaining competitiveness. The problem was diagnosed through SWOT analysis, which identified critical challenges, such as dependence on seasonal labor, vulnerability to climate change and the lack of technological infrastructure. However, strengths were also observed, such as the strategic location of the property and the consolidated expertise in growing mountain coffee, which offers a competitive advantage in the specialty coffee market. The proposed solution is based on the application of the 5W2H methodology, which allows the creation of structured action plans, detailing what will be done, why, when, where, who will be responsible, how the actions will be carried out and the costs involved. Semi-structured interviews with the farm owner and collaborators complemented the analysis. Planning offers important benefits, such as greater resilience in the face of climate adversity, improvements in infrastructure and effective exploitation of competitive advantages.
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