Strategic marketing in low density territories

the case of a municipality in the south of Brazil

Abstract

As cities and territories gain a foothold in the globalized economy, they must build a strategy that allows them to define products and seek leadership. However, the so-called low-density territories, identified by low population density, high levels of population aging and exodus of young people, are plagued by serious socio-economic problems and have difficulties in promoting development. Thus, the objective of this work, from the point of view of site marketing, is to investigate the positioning and the image of a low density municipality located in the central-west region of Rio Grande do Sul, proposing strategies for its economic and social development . The methodology reveals a qualitative research, conducted through an in-depth interview with local agents divided into two groups: (1) public: composed of employees, municipal public agents and political agents; (2) Private: prominent entrepreneurs and managers of financial institutions. For better understanding and analysis of the data, matrices were constructed with the answers of each group. It was concluded that the site should reposition its image on two aspects: tourism and agroindustries. Therefore, it is suggested that the position of the municipality is Enotourism, following strategies of image, attractions, infrastructure and people. The work presents theoretical contribution, since the subject is little explored in researches in Brazil, besides contributing in practice, suggesting strategic direction for the development of a municipality with social and economic indices below the average of Rio Grande do Sul.Key Words: Territory Marketing. Regional Development. Low Density Territories.