POSICIONAMENTO ESTRATÉGICO NA CADEIA PRODUTIVA DO LEITE: ANÁLISE DAS ESTRATÉGIAS COMPETITIVAS DE UMA COOPERATIVA DE PRODUTORES DE LEITE

We describe, in this study, the strategic positioning of a cooperative of milk producers located in the State of Rio Grande do Sul, for the period from 2005 to 2013. We describe strategies used by the cooperative, highlighting three important strategic periods, and the competitive strategies designed for each period. It is an applied and descriptive case study performed in the qualitative perspective (TRIVIÑOS, 1987). Regarding procedures used to collect and analyze data, we used the direct research approach as outlined in Mintzberg (1979). Results show that the cooperative focused its competitive strategy in two basic aspects: in the rural producer, establishing differentials in terms of qualified technical assistance, and the partnership between the cooperative and its members; and in the final consumer, in order to offer a product with quality and originality, with a competitive advantage