Fortaleza, fraquezas, oportunidades e ameaças das associações frene a capacidade organizativa e desempenho na comercialização

Abstract

This study aimed to analyze the organizational capacity and the performance of the marketing of rural associations. The article portrays a case study based on actionresearch carried out in fifteen beneficiary entities of the Sustainable Rural Development Project (PDRS) / São José III Project (PSJIII), of the Agrarian Development Secretariat (SDA), of the Government of the State of Ceará / Brazil, located in the Territories of Sobral, Extremo Oeste, Ibiapaba, Sertão Central and Centro Sul. The SWOT matrix was used. The term is an acronym for Strengths, Weaknesses, Opportunities and Threats. Each association built its SWOT. As main results it was verified that in the analyzed factors there was deficiency in the group's experiential development, precarious condition of performing group tasks, unmotivated management and exclusion or devaluation of opportunities for support from external agents to achieve their socioeconomic development. Associations that operate with a capacity for articulation and relationships and generate an environment of cooperation, participation, trust and flexibility are better prepared to ensure a more efficient performance in marketing.