Revista Egitania Sciencia - Volume 20 | ARTICLE


Author: Ana Filipa Reis (*, Ascensão Maria Braga ( **, Maria Manuela Santos Natário ( ***
* Instituto Politécnico da Guarda, ** Unidade de Investigação para o Desenvolvimento do Interior-Instituto Politécnico, da Guarda *** Unidade de Investigação para o Desenvolvimento do Interior-Instituto Politécnico da Guarda
Publication: Revista Egitania Sciencia - Volume 20

Markets are currently more competitive and companies have to be constantly alert and constantly ready to evolve. In this sense, it is becoming increasingly important for companies to streamline their products into new commercial markets. This paper aims to draw up a new trade market dynamic strategy of agrifood enterprise from the study of the good practices of some successful companies in the same business sector. The methodology adopted was the case study and the research technique used was the questionnaire. Empirical evidence has concluded that it is necessary to invest in innovation, not only in the product, but also marketing, opting for introducing changes in appearance / aesthetics of the packaging and use / introduction of new communication techniques to promote their products. In the case of food business customer interaction can be boosted by focusing on actions at the point of sale.

Keywords: Promotion, Commercial Markets, Marketing, Agro-food, Innovation

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