Do fair trade ao marketing internacional : a construção do mix mercadológico por uma associação de pequenos produtores rurais e artesãos para a inserção no comércio exterior.

Abstract

Facing the challenges and opportunities brought by globalization to international trade, the need arises to develop marketing strategies wider and capable of guiding an organization to act in the international market. Entering the craft segment in the spotlight, the Fair Trade is envisioned as the most viable for insertion in the international market, following his ideals of justice and equality. Thus, this study aimed to analyze the adjustments made to the marketing mix enabled the craft of Carqueijo access to international markets, based on the culture of Fair Trade, seeking to understand and analyze their cultural and financial impacts. To this end, we conducted a qualitative study and quantitative, descriptive and exploratory in nature, with the research strategy case study, which was conducted in association craft Ceará, using interviews, document analysis and observations for the data collection. Data were analyzed by a process of triangulation. As a result, it was observed that the association has evolved over the years, due to the process of adapting their marketing mix. The Fair Trade has helped the artisans to better position themselves in front of the international market, despite what, there is still much to do, especially to identify potential market segments, developing a better understanding of the market. Improvements were observed in all components of the marketing mix, and promoting one identified as most in need of adjustments. The financial and cultural impacts proved positive, mainly due to the increase in the income of artisans and appreciation of local culture and crafts.