Ao meu orientador, Prof. Marcos Fava Neves, que se tornou um amigo e conselheiro durante toda minha vida acadêmica, me auxiliando em questões pessoais, profissionais e acadêmicas, que resultaram neste trabalho. A todos meus amigos, com os quais tenho o prazer de compartilhar os bons momentos da vida, nas horas de trabalho, nos momentos de festa e até mesmo nos momentos pessoais mais difíceis. Destaco, aqui, os amigos que compartilhei a vida mais intensamente, aqueles com quem morei junto na graduação e no mestrado, como Juliano Machado, Gustavo Davoli, Tiago Rebehy, Marcos Ghisi e Ghilherme Shiraishi. À minha namorada Amanda, que há quase quatro anos tem se mostrado uma excelente companheira e colaborado de maneira direta e indireta nos meus estudos, me incentivando a melhorar cada vez mais, com todo seu amor e carinho. Ao PENSA e todos aqueles que me receberam e de alguma maneira me ajudaram no desenvolvimento acadêmico e profissional, aos coordenadores e idealizadores desse programa que tanto contribui para a formação de pessoas. Gostaria de agradecer de maneira especial aos grandes amigos que aqui fiz e levarei para toda a vida, como Luciano Thomé e Castro,
RESUMOA Gestão de categorias (GC) é uma ferramenta importante para se fortalecer o relacionamento entre fabricantes e varejistas. Esse processo tem sido associado a grandes varejistas corporativos; contudo, algumas pesquisas recentes mostram que o GC está aberto a empresas de qualquer tipo ou tamanho. Esta possibilidade é importante para mercados emergentes, onde os mercados de bairro ainda são representativos, sendo frequentemente considerados como uma alternativa, para que os fabricantes atinjam margens mais altas do que aquelas alcançadas pelas redes de supermercados maiores. Nesse contexto, o objetivo desta pesquisa foi o de analisar os resultados da iniciativa do de GC, em minimercados de bairro, de uma perspectiva manufatureira. Os dados usados para a elaboração do estudo vêm de uma fabricante de alimentos no Brasil, que implantou um processo de GC junto a 180 pequenos varejistas. Foi utilizada uma análise quantitativa, com o fim de se analisar o efeito do programa nas vendas e na participação de mercado, por parte da fabricante de alimentos. Nossa análise sugere um efeito final positivo do programa, tanto em termos de vendas quanto sobre a participação de mercado. PALAVRAS-CHAVE |
Purpose -The aim is to describe the analysis conducted by a leading company in the dairy (yogurt and fermented milk) sector in Brazil regarding the decision to implement a door-to-door distribution channel, in which one of the authors was involved. Design/methodology/approach -A brief overview of the marketing channels is presented and the descriptive case study method was used to present the main company information. Findings -The paper describes the decision-making process that was used to define how basic services like breaking bulks, product variety, special convenience and wait time should be performed in this case. It also emphasizes the main channel decisions, the channel objectives and the chosen door-to-door structure for the company described in the case study. Research limitations/implications -Even though case analysis has a theoretical background, the decision process used here cannot be generalized, being only a guide for academics and practitioners about how company A addressed the direct marketing issue. Originality/value -The paper presents specific analysis of the Brazilian yogurt market and use as theoretical background the strategic environmental analysis. As a real case, it can be useful for practitioners as reference for decision making, as well for teaching purposes for case studies with college and MBA students. Finally, the paper presents as main contribution a "method for developing new marketing channels".
The sugarcane sector has been gaining more importance in both Brazilian and World economies, even though it has had a lack of agricultural investments and climate issues has generated questionings about the future of the sector. To analyse this trend, the present work was based on the following growth strategies: internal growth, horizontal integration, diversification, and vertical integration. The objective of the present research is to assess the relationship between these types of strategies and macro-environmental variables in order to determine any possible correlation. Bibliographic and documental survey on the behaviour of macro-environment variables was carried out. The Pearson's correlation test was used to identify the relationship between these variables and growth strategies. It was possible to observe that each type of growth strategy is related to one specific type of variable, which is exclusive to each strategy, except in the case of diversification. That is, electric energy prices have a correlation with internal growth and the real growth rate is correlated with horizontal growth. None of these macro-environmental variables repeated in other growth strategies. The only exception was the diversification strategy, which was correlated with eight variables, with five of these being exclusive to this type of strategy.
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