Gestão e fortalecimento das marcas registradas da Cooperativa de Produção e Comercialização da Agricultura Familiar do Sudoeste da Bahia - COOPROAF

Abstract

This research was conducted at the Cooperative for the Production and Marketing of Family Farming in Southwest Bahia (COOPROAF), whose work focuses on the production of derivatives from Caatinga fruits, adding value and facilitating the access of these pro ducts to the market. Despite the potential of products derived from Caatinga fruits, the Cooperative faces difficulties in positioning itself competitively in the market. Given this context, and considering the central problem of this research, which is the lack of effective strategic planning to strengthen COOPROAF's brand in the market, the objective of this study was to propose improvements in the management of COOPROAF's brands. To achieve the general objective of this research, the methodology was applied in nature, adopted a qualitative approach and had descriptive objectives, being conducted based on the Design-Based Research (DBR) methodological framework. This approach is especially suitable for studies that involve collaboration with participants from social and community groups, allowing the development of practical and contextually relevant solutions. The DBR method was chosen based on the fundamental premise that strategic planning must be closely aligned with the organization's will, objectives, and goals, and must be conducted in an interactive and iterative manner with the cooperative members. As a result, a SWOT Matrix was prepared representing the situational diagnosis of COOPROAF; the Strategic Planning and Action Plans were developed with t he active participation of the cooperative members; and the CANVAS Business Model visually structured the main elements that make up the Cooperative's operation. A low level of engagement among the members was observed and it is recommended that the current management of the Cooperative strive to overcome the bottlenecks identified in this research so that COOPROAF not only remains competitive, but also promotes the preservation and appreciation of natural resources and local traditions.