Elementos de entrega de valor de um banco de varejo na sua atuação no agronegócio

Abstract

The proposition for value delivery takes center stage when discussing business strategy. Through it, it is possible to identify and create competitive strategies to achieve greater customer loyalty and, consequently, value capture. In the global economic scenario, agribusiness plays a significant role, and in Brazil, it has stood out decade after decade. Over the last forty years, it has shown an upward trajectory concerning the Brazilian GDP, with significant growth in agricultural production values, reflecting the continuous development and relevance of the sector to the Brazilian economy. With the purpose of supporting the development of agribusiness, the Brazilian government launched Rural Credit, whose resources are made available through Brazilian financial institutions. Given the sector's importance, banks have sought to expand their market share and capture greater value in this segment. This work aims to analyze the value elements that medium and large rural producers in the Carboniferous and Sweet Coast regions of Rio Grande do Sul value. The research, of a qualitative and exploratory nature, was conducted through semi-structured interviews involving sixteen participants, including nine rural producers, four agronomists, and three financial managers. After conducting the research, the NVivo software was used for rigor in data analysis. The results obtained demonstrate that rural producers highly value their relationship with financial managers, with this being the main attribute to be pursued by financial institutions when formulating their value propositions to clients in this segment, in addition to simplification, agility, security, anxiety reduction, well-being, brand value, self-updating, motivation, and provision of hope. Agronomists and financial managers value the same elements; however, agronomists add cost reduction and information and belonging, while financial managers, in addition to those brought by agronomists, include security, organization, and attractiveness. With this study, it is hoped to contribute to the development of competitive differentials in financial institutions focused on agribusiness, through the design of a value proposition to the client that seeks to achieve the identified elements, with improvement in service and expansion of value capture in financial operations aimed at agribusiness.