Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Outros Autores: | , , |
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. |
id |
FGV-9_18358eadf0b175cccc58eace15fc1459 |
---|---|
oai_identifier_str |
oai:ojs.periodicos.fgv.br:article/88183 |
network_acronym_str |
FGV-9 |
network_name_str |
Cadernos EBAPE.BR |
repository_id_str |
|
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 |
_version_ |
1798943213957939200 |