Adequação de um negócio no segmento de purificadores de água potável
Santos, César Henrique Lino dos
Marcondes, Reynaldo Cavalheiro
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Madeira, Adriana Beatriz
Strehla, Vivian Iara
Strehla, Vivian Iara
Administração do Desenvolvimento de Negócios
This paper proposes the solution of a problem arising from the performance of the company Hoken, of drinking water purifiers for the promotion and sale of its products, in a poorly integrated way, with the individual and corporate segments. This problem has made it difficult to take advantage of market opportunities for its expansion, given the isolated actions of its franchisees, direct sales by the company and e-commerce. A diagnosis was made through research with interviews with managers, franchisees and customers, which revealed the depth and extent of the nonexistent integration of actions in the segment. Nevertheless, customers recognized the superior quality of products and service over competitors. To solve the problem, a sales management model was proposed, including a new, more integrative process, and the development and maintenance of effective communication with customers, both individuals and companies. The solution should be implemented gradually, taking into account the realities and practices already consolidated in the company. The development of the solution involved great complexity, mainly due to the lack of data from this market segment and the need for interviews with different people in distant geographic locations. The innovation of the work was due to the fact that the solution was sought from outside the company, according to the view that problem solving should result in improved business performance. With the implementation of the proposal, directed to the company's management, it is expected to improve sales results, especially in relation to companies, seen as the segment where the best business opportunities are located, despite demanding greater efforts and costs than in relation to individuals. The proposal includes indications of the expected results with its implementation, the necessary resources and capacities, the specific actions for its feasibility, the specific actions proposals, the risk analysis, the intervention strategy for changes and the forms of evaluation of the results.
solução de problema , purificadores de água , gestão de negócios , oportunidade , gestão de vendas
SANTOS, César Henrique Lino dos. Adequação de um negócio no segmento de purificadores de água potável. 2019. 70 f. Dissertação (Mestrado Profissional em Administração do Desenvolvimento de Negócios) - Universidade Presbiteriana Mackenzie, São Paulo, 2019.