Penetração de mercado pelos gestores da Pioneer sementes

Abstract

Agribusiness is one of the most important economic sectors of our country and has achieved leadership position in the global scenario. The sales activity has vital importance in the marketing context of great competitive strength. This scenario and the increased bargaining power of customers are causing companies to go through extreme changes in sales management. This work tries to understand how the sales managers from southern Brazil region of a multinational company in the seed sector are working with indicators of management to improve their results. Therefore, there was a case study considering the southern Brazil sales team of a seed company, Pioneer Sementes, as the environment. The study provided an analysis of the environment to understand the perceptions of sales managers about the market penetration indicator in relation to some established authors concepts about it. As a main conclusion, it was understood that the company undergoes a moment of implementation of management by indicators, and their managers have the practical experience to create opportunities to a successful process.