Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo

Detalhes bibliográficos
Autor(a) principal: Calvosa, Marcello Vinicius Doria
Data de Publicação: 2022
Outros Autores: Queiroz, Adylson Rhander dos Reis R. de, Fernandes, Amanda Leticia M., Ferreira, Marcos
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/88183
Resumo: This teaching case portrays the reality of a long-lived small company – the Restaurant e Pizzaria Sabor Anthigo. It aimed to contextualize real difficulties presented by an entrepreneur, confronted with sector statistics, environmental, cultural, economic, demographic, and social changes experienced by the enterprise, in line with marketing theories used in classrooms. The data used in the teaching case were collected in two interviews aimed at the entrepreneur and in documents provided by him, in addition to research in establishments in the region and agencies that promote entrepreneurship. It was decided to insert throughout the life and entrepreneurial history of the protagonist, Melquisedec Bahia, practical propositions, doubts, and possible commercial objections experienced by managers and adminisitration students (and related areas), undergraduate or graduate students. The protagonist presents managerial/entrepreneurial anxieties and questions, such as: correctly pricing products and services; segment his target audience; face seasonality; identify the competition; adjust his business. The research question was: can you establish an interesting, viable business fit that communicates value to a certain audience and follows a strategy that provides stability and success for the enterprise? This active methodology encourages the connection between professional challenges and the participant’s reality to develop professional dramatization.
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spelling Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor AnthigoFijación de precios, estrategias y decisiones empresariales: market fit y análisis de la competencia en el caso “Sabor Anthigo”Precificação, estratégias e decisões empreendedoras: market fit e análise da concorrência no caso Sabor AnthigoMarket fitPricingMarket competitionMarket fitFijación de preciosAnálisis de la competenciaMarket fitPrecificaçãoAnálise da concorrênciaThis teaching case portrays the reality of a long-lived small company – the Restaurant e Pizzaria Sabor Anthigo. It aimed to contextualize real difficulties presented by an entrepreneur, confronted with sector statistics, environmental, cultural, economic, demographic, and social changes experienced by the enterprise, in line with marketing theories used in classrooms. The data used in the teaching case were collected in two interviews aimed at the entrepreneur and in documents provided by him, in addition to research in establishments in the region and agencies that promote entrepreneurship. It was decided to insert throughout the life and entrepreneurial history of the protagonist, Melquisedec Bahia, practical propositions, doubts, and possible commercial objections experienced by managers and adminisitration students (and related areas), undergraduate or graduate students. The protagonist presents managerial/entrepreneurial anxieties and questions, such as: correctly pricing products and services; segment his target audience; face seasonality; identify the competition; adjust his business. The research question was: can you establish an interesting, viable business fit that communicates value to a certain audience and follows a strategy that provides stability and success for the enterprise? This active methodology encourages the connection between professional challenges and the participant’s reality to develop professional dramatization.El presente caso de enseñanza retrata la realidad de una pequeña empresa longeva – el Restaurante e Pizzería Sabor Anthigo ‒ y tiene como objetivo contextualizar las dificultades reales presentadas por un emprendedor, frente a las estadísticas del sector, como cambios ambientales culturales, económicos, demográficos y sociales que vive la empresa, alineadas con las teorías de marketing presentes utilizadas en las aulas. Los datos del caso docente fueron recolectados en dos entrevistas dirigidas al emprendedor y en documentos proporcionados por él, además de investigaciones en establecimientos de la región y agencias que promueven el emprendimiento. Se decidió introducir a lo largo de la vida e historia emprendedora del protagonista, Melquisedec Bahía, propuestas prácticas, dudas y posibles objeciones comerciales vividas por gestores y estudiantes de Administración (y áreas afines), de graduación o posgrado. El protagonista presenta inquietudes y cuestiones gerenciales/empresariales, tales como: cómo fijar correctamente el precio de productos y servicios; segmentar su público objetivo; afrontar la estacionalidad; identificar la competencia y ajustar su negocio La cuestión investigada fue: cómo establecer un fit de negocio interesante y viable que pueda agregar valor a un determinado público y siga una estrategia que proporcione estabilidad y éxito a la empresa. Esta metodología activa buscará fomentar la conexión entre los desafíos profesionales y la realidad del participante para desarrollar la dramatización profesional.O presente caso de ensino retrata a realidade de uma pequena empresa longeva – o Restaurante e Pizzaria Sabor Anthigo – e tem por objetivo contextualizar dificuldades reais apresentadas por um empreendedor e confrontadas com estatísticas do setor, como mudanças ambientais, culturais, econômicas, demográficas e sociais experimentadas, alinhadas às teorias de marketing usadas em sala de aula. Os dados do caso de ensino foram coletados de 2 entrevistas direcionadas ao empreendedor e de documentos fornecidos por ele, além de ter sido feita uma pesquisa em estabelecimentos da região e em órgãos de fomento ao empreendedorismo. Optou-se por inserir, ao longo da história de vida e empreendedora do protagonista, Melquisedec Bahia, proposições práticas, dúvidas e possíveis objeções comerciais vivenciadas por gestores e estudantes de Administração e áreas afins, de graduação ou pós-graduação. O protagonista apresenta ansiedades gestoras/ empreendedoras e indagações: como precificar corretamente produtos e serviços, segmentar o público-alvo, enfrentar a sazonalidade, identificar a concorrência e ajustar o negócio? A pesquisa tenta responder à seguinte pergunta: como estabelecer um fit de negócio interessante, viável, que comunique valor para os clientes e siga uma estratégia que proporcione estabilidade e sucesso ao empreendimento? Essa metodologia ativa buscará estimular a conexão entre desafios profissionais e a realidade do participante, a fim de desenvolver a dramatização profissional.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2022-10-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/8818310.1590/1679-395120210146Cadernos EBAPE.BR; Vol. 20 No. 5 (2022); 750-768Cadernos EBAPE.BR; Vol. 20 Núm. 5 (2022); 750-768Cadernos EBAPE.BR; v. 20 n. 5 (2022); 750-7681679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/88183/82918https://periodicos.fgv.br/cadernosebape/article/view/88183/82919Calvosa, Marcello Vinicius DoriaQueiroz, Adylson Rhander dos Reis R. deFernandes, Amanda Leticia M.Ferreira, Marcosinfo:eu-repo/semantics/openAccess2022-10-31T19:10:58Zoai:ojs.periodicos.fgv.br:article/88183Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:29.587907Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo
Fijación de precios, estrategias y decisiones empresariales: market fit y análisis de la competencia en el caso “Sabor Anthigo”
Precificação, estratégias e decisões empreendedoras: market fit e análise da concorrência no caso Sabor Anthigo
title Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo
spellingShingle Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo
Calvosa, Marcello Vinicius Doria
Market fit
Pricing
Market competition
Market fit
Fijación de precios
Análisis de la competencia
Market fit
Precificação
Análise da concorrência
title_short Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo
title_full Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo
title_fullStr Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo
title_full_unstemmed Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo
title_sort Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo
author Calvosa, Marcello Vinicius Doria
author_facet Calvosa, Marcello Vinicius Doria
Queiroz, Adylson Rhander dos Reis R. de
Fernandes, Amanda Leticia M.
Ferreira, Marcos
author_role author
author2 Queiroz, Adylson Rhander dos Reis R. de
Fernandes, Amanda Leticia M.
Ferreira, Marcos
author2_role author
author
author
dc.contributor.author.fl_str_mv Calvosa, Marcello Vinicius Doria
Queiroz, Adylson Rhander dos Reis R. de
Fernandes, Amanda Leticia M.
Ferreira, Marcos
dc.subject.por.fl_str_mv Market fit
Pricing
Market competition
Market fit
Fijación de precios
Análisis de la competencia
Market fit
Precificação
Análise da concorrência
topic Market fit
Pricing
Market competition
Market fit
Fijación de precios
Análisis de la competencia
Market fit
Precificação
Análise da concorrência
description This teaching case portrays the reality of a long-lived small company – the Restaurant e Pizzaria Sabor Anthigo. It aimed to contextualize real difficulties presented by an entrepreneur, confronted with sector statistics, environmental, cultural, economic, demographic, and social changes experienced by the enterprise, in line with marketing theories used in classrooms. The data used in the teaching case were collected in two interviews aimed at the entrepreneur and in documents provided by him, in addition to research in establishments in the region and agencies that promote entrepreneurship. It was decided to insert throughout the life and entrepreneurial history of the protagonist, Melquisedec Bahia, practical propositions, doubts, and possible commercial objections experienced by managers and adminisitration students (and related areas), undergraduate or graduate students. The protagonist presents managerial/entrepreneurial anxieties and questions, such as: correctly pricing products and services; segment his target audience; face seasonality; identify the competition; adjust his business. The research question was: can you establish an interesting, viable business fit that communicates value to a certain audience and follows a strategy that provides stability and success for the enterprise? This active methodology encourages the connection between professional challenges and the participant’s reality to develop professional dramatization.
publishDate 2022
dc.date.none.fl_str_mv 2022-10-31
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://periodicos.fgv.br/cadernosebape/article/view/88183
10.1590/1679-395120210146
url https://periodicos.fgv.br/cadernosebape/article/view/88183
identifier_str_mv 10.1590/1679-395120210146
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/88183/82918
https://periodicos.fgv.br/cadernosebape/article/view/88183/82919
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 20 No. 5 (2022); 750-768
Cadernos EBAPE.BR; Vol. 20 Núm. 5 (2022); 750-768
Cadernos EBAPE.BR; v. 20 n. 5 (2022); 750-768
1679-3951
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
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