Ações do composto de marketing em micro empresas brasileiras: um estudo das vantagens e desvantagens da utilização de marketplaces
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Tipo
TCC
Data de publicação
2023-12-07
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Citações (Scopus)
Autores
Dutra, Pedro
Alonso, Thales Pereira
Tomaz , Victor Hugo Brunca
Alonso, Thales Pereira
Tomaz , Victor Hugo Brunca
Orientador
Madeira, Adriana Beatriz
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Resumo
O objetivo deste estudo foi analisar quais são as vantagens e desvantagens da utilização de Marketplaces para Microempresas brasileiras para o desenvolvimento de suas ações do composto de marketing. A metodologia utilizada para alcançar os objetivos traçados foi o estudo de múltiplos casos. Assim sendo, explorou-se os casos da Kace, Magiros e Moda Viva. Notou-se que as empresas procuraram adaptar os produtos e estratégias de preço, buscando flexibilidade para ampliar alcance, atrair diferentes públicos e garantir competitividade, evidenciando ações para diversificação, diferenciação e personalização dos elementos do composto de marketing. As vantagens percebidas incluíram maior visibilidade e eficiência logística, mas desafios envolveram pressão por descontos, concorrência e custos de comissão. Em síntese, as empresas enfrentaram desafios e colheram benefícios nos marketplaces, ressaltando a importância da flexibilidade estratégica e compreensão do ambiente digital, contribuindo para a compreensão do comércio eletrônico e oferecendo insights valiosos para maximizar o desempenho em marketplaces.
The objective of this study was to analyze the advantages and disadvantages of utilizing Marketplaces for Brazilian microenterprises in the development of their marketing mix actions. The methodology employed to achieve the outlined objectives was a multiple case study. Thus, the cases of Kace, Magiros, and Moda Viva were explored. It was observed that the companies sought to adapt products and pricing strategies, aiming for flexibility to broaden their reach, attract diverse audiences, and ensure competitiveness, demonstrating actions for the diversification, differentiation, and personalization of marketing mix elements. Perceived advantages included increased visibility and logistical efficiency, but challenges involved pressure for discounts, competition, and commission costs. In summary, the companies faced challenges and reaped benefits in marketplaces, highlighting the importance of strategic flexibility and understanding the digital environment, contributing to the comprehension of e commerce, and providing valuable insights to maximize performance in marketplaces.
The objective of this study was to analyze the advantages and disadvantages of utilizing Marketplaces for Brazilian microenterprises in the development of their marketing mix actions. The methodology employed to achieve the outlined objectives was a multiple case study. Thus, the cases of Kace, Magiros, and Moda Viva were explored. It was observed that the companies sought to adapt products and pricing strategies, aiming for flexibility to broaden their reach, attract diverse audiences, and ensure competitiveness, demonstrating actions for the diversification, differentiation, and personalization of marketing mix elements. Perceived advantages included increased visibility and logistical efficiency, but challenges involved pressure for discounts, competition, and commission costs. In summary, the companies faced challenges and reaped benefits in marketplaces, highlighting the importance of strategic flexibility and understanding the digital environment, contributing to the comprehension of e commerce, and providing valuable insights to maximize performance in marketplaces.
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marketplaces , microempresas , vantagens , desvantagens , marketplaces , microenterprises , advantages , disadvantages