A SMOOTH SEA NEVER MADE A GOOD YACHT: THE AZIMUT YACHTS BRAZIL CASE
Autor(a) principal: | |
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Data de Publicação: | 2024 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Internext |
Texto Completo: | https://internext.espm.br/internext/article/view/737 |
Resumo: | Objective: This teaching case aims to report the dilemma of Azimut Yachts, a shipyard consolidated in the global scenario. However, due to the solid standards to be followed, the company has an obstacle: how to improve its brand experience performance with the national consumer. Method: This teaching case was developed based on the author's perception and experience in the role of marketing analyst. Primary data collection was conducted through interviews with the head of the marketing department, commercial manager, designer, and CEO of Azimut Yachts Brazil. In the case, the names of the characters and sensitive data are fictitious; however, the story is grounded in interviews, meetings, and recurring ideas in the company's daily life. Secondary data were collected through a study of the company, its clients, and based on its market performance. Main Results: Despite the positive outcome of the changes made, the study of many behavioral, technical, and other factors is needed. The case exposes Azimut's need to create a differential in the experience and loyalty of Brazilian customers, encouraging a sense of belonging and love brand. Relevance / Originality: The case is original and unpublished. The adaptation of luxury vessels to consumers from different cultures is analyzed, based on the yacht Azimut 62 case, which brought the kitchen to the stern square due to the Brazilian public's appreciation for the usability of the external area of the boat, in a process called " tropicalization”. Theoretical / Methodological Contributions: After the discussion, the class is expected to suggest the best decisions, and explore what the company could have done. From selected strategies, the class should analyze the proposed strategies and be able to produce a more correct decision. |
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A SMOOTH SEA NEVER MADE A GOOD YACHT: THE AZIMUT YACHTS BRAZIL CASEMAR CALMO NUNCA FEZ BOM IATE: O CASO DA AZIMUT YACHTS BRASILMarketing InternacionalComportamento consumidorProdutos globaisIates de luxoInternational marketingConsumer behaviorGlobal productsLuxury yachtsObjective: This teaching case aims to report the dilemma of Azimut Yachts, a shipyard consolidated in the global scenario. However, due to the solid standards to be followed, the company has an obstacle: how to improve its brand experience performance with the national consumer. Method: This teaching case was developed based on the author's perception and experience in the role of marketing analyst. Primary data collection was conducted through interviews with the head of the marketing department, commercial manager, designer, and CEO of Azimut Yachts Brazil. In the case, the names of the characters and sensitive data are fictitious; however, the story is grounded in interviews, meetings, and recurring ideas in the company's daily life. Secondary data were collected through a study of the company, its clients, and based on its market performance. Main Results: Despite the positive outcome of the changes made, the study of many behavioral, technical, and other factors is needed. The case exposes Azimut's need to create a differential in the experience and loyalty of Brazilian customers, encouraging a sense of belonging and love brand. Relevance / Originality: The case is original and unpublished. The adaptation of luxury vessels to consumers from different cultures is analyzed, based on the yacht Azimut 62 case, which brought the kitchen to the stern square due to the Brazilian public's appreciation for the usability of the external area of the boat, in a process called " tropicalization”. Theoretical / Methodological Contributions: After the discussion, the class is expected to suggest the best decisions, and explore what the company could have done. From selected strategies, the class should analyze the proposed strategies and be able to produce a more correct decision.Objetivo: Este caso para ensino tem como objetivo relatar o dilema da Azimut Yachts, um estaleiro consolidado no cenário global. No entanto, dados os padrões sólidos a serem seguidos, a empresa está com um entrave: como aprimorar sua performance de brand experience com o consumidor nacional? Método: Para este caso, foram utilizados dados primários, por meio de entrevistas com o responsável pelo setor de marketing, gestor comercial, projetista e o CEO. Também se contou com observação participante. Ainda, dados secundários foram coletados do website oficial da empresa. O nome da empresa e enredo são reais, apenas os nomes dos personagens foram disfarçados. Principais Resultados: Apesar do retorno positivo da mudança, é necessário muito estudo comportamental, técnico e de diversos outros fatores. Ressalta-se, no caso, a necessidade da Azimut de criar o diferencial da experiência e fidelização do cliente brasileiro, incentivando a sensação de pertencimento e amor à marca. Relevância / Originalidade: O caso é original e inédito. A adaptação de embarcações de luxo ao consumidor de diferentes culturas é analisada, baseando-se no caso da embarcação Azimut 62, que trouxe a cozinha para a praça de popa pelo apreço pelo público brasileiro pela usabilidade da área externa do barco, em um processo chamado “tropicalização”. Contribuições Teóricas / Metodológicas: Após o período de debate, é esperado que a classe direcione as melhores decisões, e explore alternativas do que a empresa poderia ter feito. Os integrantes da classe deverão analisar as estratégias propostas e poderão configurar uma decisão final mais correta.Escola Superior de Propaganda e Marketing - ESPM2024-01-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://internext.espm.br/internext/article/view/737Internext - International Business and Management Review ; Ahead of printInternext; Ahead of print1980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporhttps://internext.espm.br/internext/article/view/737/505Copyright (c) 2024 Mariana Guglielmetto Figueiredo, Jailson Lana, Luciana da Silva Imeton, Raul Beal Partykahttp://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessGuglielmetto Figueiredo, MarianaLana, JailsonImeton, Luciana da SilvaPartyka, Raul Beal2024-01-22T17:40:10Zoai:ojs.emnuvens.com.br:article/737Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2024-01-22T17:40:10Internext - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.none.fl_str_mv |
A SMOOTH SEA NEVER MADE A GOOD YACHT: THE AZIMUT YACHTS BRAZIL CASE MAR CALMO NUNCA FEZ BOM IATE: O CASO DA AZIMUT YACHTS BRASIL |
title |
A SMOOTH SEA NEVER MADE A GOOD YACHT: THE AZIMUT YACHTS BRAZIL CASE |
spellingShingle |
A SMOOTH SEA NEVER MADE A GOOD YACHT: THE AZIMUT YACHTS BRAZIL CASE Guglielmetto Figueiredo, Mariana Marketing Internacional Comportamento consumidor Produtos globais Iates de luxo International marketing Consumer behavior Global products Luxury yachts |
title_short |
A SMOOTH SEA NEVER MADE A GOOD YACHT: THE AZIMUT YACHTS BRAZIL CASE |
title_full |
A SMOOTH SEA NEVER MADE A GOOD YACHT: THE AZIMUT YACHTS BRAZIL CASE |
title_fullStr |
A SMOOTH SEA NEVER MADE A GOOD YACHT: THE AZIMUT YACHTS BRAZIL CASE |
title_full_unstemmed |
A SMOOTH SEA NEVER MADE A GOOD YACHT: THE AZIMUT YACHTS BRAZIL CASE |
title_sort |
A SMOOTH SEA NEVER MADE A GOOD YACHT: THE AZIMUT YACHTS BRAZIL CASE |
author |
Guglielmetto Figueiredo, Mariana |
author_facet |
Guglielmetto Figueiredo, Mariana Lana, Jailson Imeton, Luciana da Silva Partyka, Raul Beal |
author_role |
author |
author2 |
Lana, Jailson Imeton, Luciana da Silva Partyka, Raul Beal |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Guglielmetto Figueiredo, Mariana Lana, Jailson Imeton, Luciana da Silva Partyka, Raul Beal |
dc.subject.por.fl_str_mv |
Marketing Internacional Comportamento consumidor Produtos globais Iates de luxo International marketing Consumer behavior Global products Luxury yachts |
topic |
Marketing Internacional Comportamento consumidor Produtos globais Iates de luxo International marketing Consumer behavior Global products Luxury yachts |
description |
Objective: This teaching case aims to report the dilemma of Azimut Yachts, a shipyard consolidated in the global scenario. However, due to the solid standards to be followed, the company has an obstacle: how to improve its brand experience performance with the national consumer. Method: This teaching case was developed based on the author's perception and experience in the role of marketing analyst. Primary data collection was conducted through interviews with the head of the marketing department, commercial manager, designer, and CEO of Azimut Yachts Brazil. In the case, the names of the characters and sensitive data are fictitious; however, the story is grounded in interviews, meetings, and recurring ideas in the company's daily life. Secondary data were collected through a study of the company, its clients, and based on its market performance. Main Results: Despite the positive outcome of the changes made, the study of many behavioral, technical, and other factors is needed. The case exposes Azimut's need to create a differential in the experience and loyalty of Brazilian customers, encouraging a sense of belonging and love brand. Relevance / Originality: The case is original and unpublished. The adaptation of luxury vessels to consumers from different cultures is analyzed, based on the yacht Azimut 62 case, which brought the kitchen to the stern square due to the Brazilian public's appreciation for the usability of the external area of the boat, in a process called " tropicalization”. Theoretical / Methodological Contributions: After the discussion, the class is expected to suggest the best decisions, and explore what the company could have done. From selected strategies, the class should analyze the proposed strategies and be able to produce a more correct decision. |
publishDate |
2024 |
dc.date.none.fl_str_mv |
2024-01-22 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://internext.espm.br/internext/article/view/737 |
url |
https://internext.espm.br/internext/article/view/737 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://internext.espm.br/internext/article/view/737/505 |
dc.rights.driver.fl_str_mv |
http://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
http://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
dc.source.none.fl_str_mv |
Internext - International Business and Management Review ; Ahead of print Internext; Ahead of print 1980-4865 reponame:Internext instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Internext |
collection |
Internext |
repository.name.fl_str_mv |
Internext - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
internext@espm.br |
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1793890310429868032 |