摘要：Among the main products of the Brazilian agribusiness, milk detaches for providing food and generating employment and income for the population. In 2013, Brazil was the sixth largest producer of milk in the world. However, from structural, market and socio-economic transformations that the dairy industry has been suffering arises, there is a growing concern with the organizational strategy and the efficient management of operations, in order to achieve a higher level of competitiveness in t erms of costs, prices and quality consistent with the standards of the contemporary dynamic market. Therefore, this research aimed to generate technical information for making decision in dairy farming. The survey was conducted by a qualitative and descrip tive study of dairy farming in the country, using literature and documentary review. A diagnosis of the reality of the sector was also performed, using the SWOT analysis. It was found that Brazil over the years, created several technical standards, regulations, programs and legislation in order to implement a more appropriate model of milk production, with regard to food quality and safety. However, negative and deficit points were recorded as the major use of the extensive mode of production, the use of low technology, low productivity, profitability and reproductive efficiency, health and nutritional deficiency in herd management, low technical capaci ty and quality of raw material and the rising costs of milk production due to health and environmen tal requ irements. Therefore, these informations are necessary, because they generate technical allowances for decision on the farm and stimulate rural management based in strategic planning, clarifying and making predictions about trends in the dairy market
关键词：dairy cattle; strategy; management; production
