DEVELOPMENT OF A MARKETING MANAGEMENT MODEL FOR LOCAL PRODUCTIVE ARRANGEMENTS (LPAS)

Abstract

Local Productive Arrangements (LPAs) are important instruments for promoting regional development, especially in territories characterized by the predominance of small producers, family farming, and artisanal-based enterprises. Despite their economic, social, and cultural potential, many LPAs face limitations related to marketing, product visibility, and competitive insertion in formal markets. In this context, marketing assumes a strategic role by articulating territorial identity, communication, and market positioning. This article aims to propose a structured marketing model applied to Local Productive Arrangements, developed from empirical evidence obtained in a case study conducted on the cassava LPA in southern Tocantins, focusing on the Micro Jandira Association in Gurupi-TO. The research has a qualitative approach, exploratory and descriptive character, using bibliographic and documentary research, direct observation, questionnaires, and analysis of marketing materials developed within the project as methodological procedures. The results highlighted recurring weaknesses, such as a weak structured digital presence, lack of standardized visual identity, and dependence on fairs and institutional programs. Based on these needs, the main result of the study is the proposition of a Marketing Model Applied to Local Productive Arrangements (LPA), structured in six integrated strategic axes: marketing diagnosis, visual identity and territorial branding, communication and digital marketing, promotional materials and point of sale, commercialization and market positioning, and governance, training and monitoring. The proposed model contributes to the professionalization of marketing management and serves as a replicable instrument to support sustainable regional development.