Desenvolvimento de negócio de E-commerce de calçados femininos de tamanhos diferenciados
| dc.contributor.advisor | Ghobril, Alexandre Nabil | |
| dc.contributor.author | Silva, Marcos Thomazini da | |
| dc.date.accessioned | 2022-10-15T17:14:14Z | |
| dc.date.available | 2022-10-15T17:14:14Z | |
| dc.date.issued | 2022-08-18 | |
| dc.description.abstract | Objetivo: Este trabalho visa desenvolver uma oportunidade de negócios no segmento calçadista adulto feminino de numeração pequena (33 e 34) e maior (acima de 38), relacionada a um público que não encontra o tamanho adequado às suas necessidades e estilo, pela pouca ou deficiente oferta deste produto quanto à numeração, variedade de modelos, cores, tipos, e com um modelo de atendimento de qualidade e conectado aos anseios das consumidoras, em uma jornada de compra segura, confiável e com usabilidade, quer seja no e-commerce ou loja física. Aplicação: O conteúdo aqui revelado anseia apoiar o autor na abertura do seu próprio empreendimento, além de assistir empreendedores e gestores de empresas que pretendem planejar e desenvolver novos empreendimentos, quais sejam em situações similares, ou mesmo em outros nichos de mercado, podendo servir como insights em projetos de desenvolvimento de novas oportunidades no mundo dos negócios, em especial, ao varejo eletrônico. Inovação: Como inovação para este nicho consumidor, enfatizou-se o desenvolvimento de um modelo de atendimento on-line por meio de plataforma de e-commerce integrada a marketplaces, além de loja física a médio prazo, por meio de uma experiencia de compra omnichannel, visando com o apoio da tecnologia e processos a entrega de uma excelência no atendimento ante e pós-venda. Conta-se ainda com a adoção de esforços em marketing digital, como inbound marketing criando e compartilhando conteúdo relevante ao cliente, com a criação de uma marca própria com coerência em sua visão e com forte presença nas mídias digitais sociais. Complexidade: Dentre as principais dificuldades a serem superadas no empreendimento a ser criado, pode-se elencar o desafio de criação da estaca zero de uma nova empresa e sua marca, prezando por assegurar o engajamento e compromisso da futura equipe, fornecedores, e parceiros tecnológicos para maior chance de sucesso do empreendimento. Há uma série de atores envolvidos no empreendimento, tornando-se necessário envidar meios que permitam manter em sintonia ao objetivo do empreendimento. Revela-se aqui também um desafio talvez inédito, em envidar esforços para traçar um modelo de oferta de produtos e atendimento que encante os dois públicos diferenciados com estratégias distintas de marketing: as mulheres presentes neste universo: as que calçam numeração pequena e as que calçam numeração grande, cada extremo com desejos e necessidades não supridos adequadamente pelo atual varejo calçadista, conforme ampla pesquisa. Impacto: Os esforços foram aplicados no sentido de ofertar uma solução à um público consumidor o qual em muitas ocasiões revela sofrer discriminação e preconceito, aliviando-se com isto uma necessidade não atendida adequadamente pelo mercado. Além do impacto social, vislumbra-se ainda o impacto econômico por meio da geração de empregos e riqueza, podendo vir a beneficiar no âmbito nacional toda uma cadeia de fornecimento e sua ampliação, de pequenos fabricantes aos demais parceiros de negócios, além da a relevância do impacto ambiental haja vista a confirmada tendência de preferência de escolha pelos consumidores por calçados sustentáveis. Por se tratar de um novo negócio, com expectativa de ser viabilizado posteriormente pelo autor ao término deste relato foram projetados os critérios voltados a avaliação de resultados projetados e principais medidas de sucesso, quais sejam no tocante a projeções financeiras do novo empreendimento, quanto também aquelas voltadas a mensuração do grau de satisfação de clientes e consumidores com produto adquirido, bem como o a satisfação com a jornada de compra e interatividade entre os canais de vendas, juntamente com a medição do grau de reputação da loja, a princípio virtual e sua respectiva marca. Método: No decorrer do seu desdobramento alguns métodos foram essenciais, podendo-se destacar: o amplo uso da metodologia para trabalhos práticos e aplicados de Marcondes, Miguel, Franklin e Perez (2017), contemplando-se na metodologia citada por estes autores “técnicas tradicionais de business problem solving”, com base na “experiencia de mestrados voltados à formação profissional de uma importante universidade europeia”, procedimentos de diagnósticos fundamentados em pesquisas de marketing baseadas em fontes primárias por meio de duas pesquisas de campo aplicadas à um montante de 346 consumidoras; fontes secundárias, com ampla pesquisa em setoriais, periódicos, livros, dissertações entre outros. Foram ainda realizadas observações presenciais em lojas da concorrência e entrevista com empreendedora fundadora de empreendimento de natureza similar ao objetivo deste trabalho. Quanto aos meios para a mensuração do valor criado ao cliente, adotou-se também alguns dos princípios e indicadores sugeridos no trabalho de Miguel, Marcondes e Caldeira (2018). Em relação às projeções de investimentos, pode-se enunciar o uso do template de Ghobril (2022) e técnica de simulação estatística Monte Carlo para avaliação de riscos inerentes as projeções de investimento, descrito por Brigham e Ehrhardt (2016) como “uma técnica de análise de risco a qual utiliza um computador para simular eventos futuros e, portanto, estimar a lucratividade e o risco de um projeto”. | pt_BR |
| dc.identifier.uri | https://dspace.mackenzie.br/handle/10899/30779 | |
| dc.language.iso | pt_BR | pt_BR |
| dc.publisher | Universidade Presbiteriana Mackenzie | |
| dc.publisher.country | Brasil | |
| dc.publisher.initials | UPM | |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 Brazil | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/br/ | * |
| dc.subject | desenvolvimento de negócios | pt_BR |
| dc.subject | criação de Valor | pt_BR |
| dc.subject | varejo on-line | pt_BR |
| dc.subject | marketing digital | pt_BR |
| dc.subject | oportunidade de mercado | pt_BR |
| dc.subject | calçados femininos | pt_BR |
| dc.title | Desenvolvimento de negócio de E-commerce de calçados femininos de tamanhos diferenciados | pt_BR |
| dc.type | Dissertação | pt_BR |
| local.contributor.advisorLattes | http://lattes.cnpq.br/1005402746038293 | pt_BR |
| local.contributor.advisorOrcid | https://orcid.org/0000-0001-9866-0290 | pt_BR |
| local.contributor.authorLattes | http://lattes.cnpq.br/8076879106486617 | pt_BR |
| local.contributor.board1 | Miguel, Lilian Aparecida Pasquini | |
| local.contributor.board1Lattes | http://lattes.cnpq.br/9330290531104495 | pt_BR |
| local.contributor.board1Orcid | https://orcid.org/0000-0002-8614-6427 | pt_BR |
| local.contributor.board2 | Garutti, Arthur Henrique | |
| local.contributor.board2Lattes | http://lattes.cnpq.br/2289019164076942 | pt_BR |
| local.description.abstracten | Purpose: This work aims to develop a business opportunity in the small size (33 and 34) and larger (over 38) women's footwear segment, related to an audience that does not find the right size for their needs and style, due to the low or deficient supply. of this product in terms of numbering, variety of models, colors, types, and with a quality service model connected to the desires of consumers, in a safe, reliable and usable shopping journey, whether in e-commerce or physical store. Practical application: The content revealed here aims to support the author in opening his own business, in addition to assisting entrepreneurs and managers of companies that intend to plan and develop new ventures, whether in similar situations, or even in other market niches, and can serve as insights into projects to develop new opportunities in the business world, especially in electronic retail. Innovation: As an innovation for this consumer niche, emphasis was placed on the development of an online service model through an e-commerce platform integrated with marketplaces, in addition to a physical store in the medium term, through an omnichannel shopping experience, aiming with the support of technology and processes to deliver excellence in pre- and post-sales service. There is also the adoption of efforts in digital marketing, such as inbound marketing, creating and sharing content relevant to the customer, with the creation of a brand with coherence in its vision and with a strong presence in digital social media. Complexity: Among the main difficulties to be overcome in the enterprise to be created, one can list the challenge of creating a new company and its brand, taking care to ensure the engagement and commitment of the future team, suppliers, and technological partners for greater chance of success of the enterprise. There are several actors involved in the enterprise, making it necessary to find ways to keep in tune with the enterprise's objective. A perhaps unprecedented challenge is also revealed here, in making efforts to design a model for offering products and service that delights two different audiences with different marketing strategies: the women present in this universe: those who wear small sizes and those who wear large numbers, each extreme with wants and needs not adequately supplied by the current footwear retail, according to extensive research. Impact: Efforts were made to offer a solution to a consumer public which on many occasions reveals to suffer discrimination and prejudice, thus alleviating a need not adequately met by the market. In addition to the social impact, the economic impact can also be seen through the generation of jobs and wealth, which may benefit an entire supply chain at the national level and its expansion, from small manufacturers to other business partners, in addition to the relevance environmental impact, given the confirmed trend of preference by consumers for sustainable footwear. Method: During its execution, some methods were essential, highlighting: the wide use of the methodology for practical and applied work by Marcondes, Miguel, Franklin and Perez (2017), contemplating in the methodology cited by these authors “traditional techniques of business problem solving”, based on “the experience of master's degrees focused on professional training at an important European university”, diagnostic procedures based on marketing research based on primary sources through two field surveys applied to 346 consumers; secondary sources, with extensive research in sectors, periodicals, books, dissertations, among others. In-person observations were also carried out in competing stores and an interview with an entrepreneur who founded a venture similar in nature to the objective of this work. As for the means to measure the value created for the customer, some of the principles and indicators suggested in the work of Miguel, Marcondes and Caldeira (2018) were also adopted. Regarding investment projections, one can state the use of the Ghobril template (2022) and the Monte Carlo statistical simulation technique to assess the risks inherent in investment projections, described by Brigham and Ehrhardt (2016) as “a technique of risk analysis which uses a computer to simulate future events and therefore estimate the profitability and risk of a project”.Purpose: This work aims to develop a business opportunity in the small size (33 and 34) and larger (over 38) women's footwear segment, related to an audience that does not find the right size for their needs and style, due to the low or deficient supply. of this product in terms of numbering, variety of models, colors, types, and with a quality service model connected to the desires of consumers, in a safe, reliable and usable shopping journey, whether in e-commerce or physical store. Practical application: The content revealed here aims to support the author in opening his own business, in addition to assisting entrepreneurs and managers of companies that intend to plan and develop new ventures, whether in similar situations, or even in other market niches, and can serve as insights into projects to develop new opportunities in the business world, especially in electronic retail. Innovation: As an innovation for this consumer niche, emphasis was placed on the development of an online service model through an e-commerce platform integrated with marketplaces, in addition to a physical store in the medium term, through an omnichannel shopping experience, aiming with the support of technology and processes to deliver excellence in pre- and post-sales service. There is also the adoption of efforts in digital marketing, such as inbound marketing, creating and sharing content relevant to the customer, with the creation of a brand with coherence in its vision and with a strong presence in digital social media. Complexity: Among the main difficulties to be overcome in the enterprise to be created, one can list the challenge of creating a new company and its brand, taking care to ensure the engagement and commitment of the future team, suppliers, and technological partners for greater chance of success of the enterprise. There are several actors involved in the enterprise, making it necessary to find ways to keep in tune with the enterprise's objective. A perhaps unprecedented challenge is also revealed here, in making efforts to design a model for offering products and service that delights two different audiences with different marketing strategies: the women present in this universe: those who wear small sizes and those who wear large numbers, each extreme with wants and needs not adequately supplied by the current footwear retail, according to extensive research. Impact: Efforts were made to offer a solution to a consumer public which on many occasions reveals to suffer discrimination and prejudice, thus alleviating a need not adequately met by the market. In addition to the social impact, the economic impact can also be seen through the generation of jobs and wealth, which may benefit an entire supply chain at the national level and its expansion, from small manufacturers to other business partners, in addition to the relevance environmental impact, given the confirmed trend of preference by consumers for sustainable footwear. Method: During its execution, some methods were essential, highlighting: the wide use of the methodology for practical and applied work by Marcondes, Miguel, Franklin and Perez (2017), contemplating in the methodology cited by these authors “traditional techniques of business problem solving”, based on “the experience of master's degrees focused on professional training at an important European university”, diagnostic procedures based on marketing research based on primary sources through two field surveys applied to 346 consumers; secondary sources, with extensive research in sectors, periodicals, books, dissertations, among others. In-person observations were also carried out in competing stores and an interview with an entrepreneur who founded a venture similar in nature to the objective of this work. As for the means to measure the value created for the customer, some of the principles and indicators suggested in the work of Miguel, Marcondes and Caldeira (2018) were also adopted. Regarding investment projections, one can state the use of the Ghobril template (2022) and the Monte Carlo statistical simulation technique to assess the risks inherent in investment projections, described by Brigham and Ehrhardt (2016) as “a technique of risk analysis which uses a computer to simulate future events and therefore estimate the profitability and risk of a project”. | pt_BR |
| local.keywords | business development | pt_BR |
| local.keywords | value creation | pt_BR |
| local.keywords | online retail | pt_BR |
| local.keywords | digital marketing | pt_BR |
| local.keywords | market opportunity | pt_BR |
| local.keywords | women´s shoes | pt_BR |
| local.publisher.department | Centro de Ciências Sociais e Aplicadas (CCSA) | pt_BR |
| local.publisher.program | Administração do Desenvolvimento de Negócios | pt_BR |
| local.subject.cnpq | CNPQ::CIENCIAS SOCIAIS APLICADAS | pt_BR |
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