Perspectivas e desafios para a indústria brasileira de máquinas e implementos agrícolas no mercado africano

Abstract

Identify opportunities and threats to Brazilian exports in the segment of agricultural machinery and implements to the African continent, a market in which national manufacturers have consolidated themselves as a relevant player since the 2000s and where they still direct part of their commercial strategies and bets for the future, is the objective of this research. After representing 10.3% of the sector's shipments in 2015, the share of sales to Africa fell to 4.4% in 2022. Unlike Brazil, countries such as Germany, China and India accelerated their sales to the continent, signaling that national manufacturers would be losing the ground gained, especially between the years 2000 and 2010. The strengthening of new competitors, such as Turkey, would also be a factor in market loss, as would international investments in the production of equipment more suited to agricultural production conditions. African, as well as soil – which was initially one of the main factors of Brazilian differentiation. The study conducted using qualitative methods, with an emphasis on semi-structured interviews and document analysis as a form of data triangulation regarding the perceptions of the national manufacturers. As a marketing objective, this study sought to verify the strategic movements that have been adopted by global manufacturers competing in this market and possible improvement points for the resumption of sales, such as the provision of maintenance services in more remote areas, a recurring complaint among local producers, as well as studying the machine rental and sharing segment, an African characteristic and potential generator of new business.