Marketing internacional no mercado sul-americano para redução de vulnerabilidade no setor moveleiro na Serra Gaúcha

Abstract

The Brazilian furniture sector has grown over the years and gained space in the international market. However, the strong concentration of exports in the North American market represents a significant structural risk, especially in a scenario marked by the intensification of tariff wars and global geopolitical instability. In this context, South American countries emerge as a strategic alternative for diversification, given their geographic proximity, cultural affinity, and regional consumption potential. Furthermore, the importance of international marketing stands out as a strategic tool to strengthen the presence of furniture companies from Serra Gaúcha in the South American market, contributing to the reduction of vulnerability in the face of economic fluctuations, dependence on specific markets, and competitive challenges in the external environment. In light of the above, the general objective of this study is to characterize the international marketing strategies adopted in the South American context by furniture companies from Serra Gaúcha, focusing on their contribution to reducing international vulnerability. To this end, a generic qualitative study at an exploratory-descriptive level was developed, based on semi-structured interviews with entrepreneurs, managers, and traders from furniture industries in Serra Gaúcha that operate in the South American market.Through the responses obtained in the interviews and considering the general objective proposed in this study, it is highlighted that market diversification is perceived as an essential factor for maintaining business stability, and that commercial relationships, brand positioning, and the adaptation of the marketing mix are determining factors for the consolidation of companies in these markets. It was concluded that the international marketing strategies adopted in the South American context are characterized by market diversification, the strengthening of commercial relationships, brand positioning, and the adaptation of the marketing mix to the particularities of each country. These elements contribute to expanding the insertion and competitiveness of furniture companies from Serra Gaúcha in South America, reducing their vulnerability to concentration in specific markets and to instabilities in the international environment. [resumo fornecido pelo autor]