Da floresta ao consumidor: agregação de valor à cadeia produtiva da madeira no Estado do Amazonas

Abstract

This research aims to contribute to the aggregation of value to finished solid wood products sold in the city of Manaus, proposing guidelines for their manufacture according to the needs of consumers. To this end, a survey was conducted on community timber forest management activities in the State of Amazonas, using the information base provided by the Amazonas Environmental Protection Institute (IPAAM). A market and strategic diagnosis was also conducted on the trade of finished wood products in the city of Manaus, using the concepts of marketing macroenvironment by applying a form with 30 questions to characterize the components of price, place, product and promotion. To analyze strategic positioning, a form using the Likert scale was applied to measure the bargaining power of suppliers, the bargaining power of customers, the intensity of rivalry among competitors, potential entrants and the threat of substitute products. Finally, a questionnaire was applied to characterize the variables and attributes to identify consumer preferences regarding wood products. The results indicate that between 2000 and 2021, 100 environmental licenses for community forest management were issued for timber exploration, with projects located in 11 municipalities in the State of Amazonas, with emphasis on Maraã, Santo Antônio do Iça and Uarini. The total volume of timber licensed for the period was 68,122.43 m3 and 10,242 trees were harvested, with emphasis on the species assacu (Hura crepitans L.), macacarecuia [Eschweilera albiflora (DC.) Miers] and mulateiro [Calycophyllum spruceanum (Benth.) K.Schum.]. The main products sold by companies in Manaus are household furniture, such as cabinets, bunk beds, beds, dressers, dining tables and wardrobes, produced with the wood species angelim-pedra (Hymenolobium petraeum D.), cumaru (Dipteryx odorata (Aubl.) Forsyth f.), jatobá (Hymenaea courbaril L.) and muiracatiara (Astronium lecointei D.). The strategic positioning for the companies participating in the research is non-existent. The companies are negligent regarding the process of legalizing the wood; they work without formal contracts, without assessing the reputation of their suppliers and have limited inventory capacity. The design used for the products is unattractive, which results in low longevity in the local market. There is no quality control, selling products that may present defects. Based on the analysis of the QFD matrix, it can be concluded that the products must have the following technical quality requirements: dry wood, with moisture content below 10%; develop and apply attractive design; use solid wood mixed with metal; use raw material with good mechanical resistance; apply quality surface treatment to products; use wood species with density equal to or less than 0.7g/cm3; develop products that have resistant joints/components; develop product designs with simple shapes, eliminating products with turned aspects; simplify cuts in mechanical processing; and; use light-colored woods.