Diagnóstico situacional da gestão das empreendedoras produtoras de flores do município de Areia - PB.

Abstract

The production and sale of flowers and ornamental plants has grown in recent years. In Areia, a municipality located in the Brejo of the State of Paraiba, the activity of cultivating flowers for sale has shown itself to be increasingly viable and promising as an income opportunity for entrepreneur women in this business field. The flower growers carry out everything from the production of flowers in vases or bags, seedlings of ornamental plants, whether herbaceous, shrubby or arboreal, to the production of seeds, bulbs and cuttings. They work in the preparation of substrates, fertilization, planting, irrigation, seedling production and propagation methods. The work aimed to present a business diagnosis of flower production by women in the municipality of Areia-PB, evaluating the social profile of entrepreneur women in the municipality, generating a profile of these producers, and identifying the possible challenges faced by them to achieve perform such activity. The methodology used was a qualitative multicase research, carried out through the application of a situational questionnaire on the management of flower producers, for the diagnostic and social evaluation of these women flower growers, and thus, to obtain a thorough analysis of the subject under study. The great interest and commitment on the part of floriculturist women in Areia city in expanding and surviving only on income from the flower cultivation activity is evident, but the lack of financial planning, limited working capital and little use of marketing strategies, become the main limiting factors for the expansion of floristic enterprises of Areiense women.