Queroquiro - expansão de uma clínica de Quiropraxia
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações do Mackenzie |
Texto Completo: | http://dspace.mackenzie.br/handle/10899/23031 |
Resumo: | This work aims to present how to develop an opportunity in the health segment, related to chiropractic services, through QueroQuiro’s clinic, located in the city of São Paulo. The opportunity identified has relation with people's need for their welfare, life quality and relieves of stressful work routines, however not everyone is aware of the practical and efficient treatment promoted by chiropractic techniques. It was adopted the methodology of organizational problems solutions related with the application of techniques to the business reality, in this case, to take advantage of opportunities. It presents the market in which the company operates, its main competitors, the diagnosis of the opportunity, the proposal of exploitation, the action plans, the intervention and the evaluation of the results obtained during the work. The diagnosis of the opportunity, based on a study done with the patients of the clinic, demonstrated in more depth the needs of this public that perceived the value creation of this service. It was clear that this was an innovation in patient care, confirmed while analyzing how competitors work. The strategy of the solution to take competitive advantage of the opportunity included the broader innovation in they services was offered, with the availability of alternative schedules, hitherto not offered in this segment. This implied the change and internal restructuring of resources and professional skills, which defined action plans, which also sought to map the main threats that could come from competitors. These plans also aimed at enabling the expansion of the clinic with the implantation of new units to expand the business in a sustainable manner. As the process of changes in the clinic progressed, the actions adopted led to a rapid increase in demand, which facilitated the intervention to change the way the clinic operates. Among the most relevant results obtained, over a year, up to the conclusion of this project, was a growth of 119.28% in revenue, margins with an increase of 15.18%, as a consequence of doubling the number of patients, which will allow the expansion of the business throughout 2019. It is worth mentioning the complexity faced in the accomplishment of this work, since it involved numerous negotiations with the clinic founder, the relationship with patients, the adjustments of the team of professionals to support the new requirements needed for the changes, the observation of the performance of the competitors, and the performance of the author who changed from the condition of patient to consultant, and then to partner of the clinic. |
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2019-04-17T17:50:34Z2020-05-28T17:54:46Z2020-05-28T17:54:46Z2019-02-15ALMEIDA NETO, Maurício de. Queroquiro - expansão de uma clínica de Quiropraxia. 2019. 46 f. Dissertação ( Administração do Desenvolvimento de Negócios) - Universidade Presbiteriana Mackenzie, São Paulo .http://dspace.mackenzie.br/handle/10899/23031This work aims to present how to develop an opportunity in the health segment, related to chiropractic services, through QueroQuiro’s clinic, located in the city of São Paulo. The opportunity identified has relation with people's need for their welfare, life quality and relieves of stressful work routines, however not everyone is aware of the practical and efficient treatment promoted by chiropractic techniques. It was adopted the methodology of organizational problems solutions related with the application of techniques to the business reality, in this case, to take advantage of opportunities. It presents the market in which the company operates, its main competitors, the diagnosis of the opportunity, the proposal of exploitation, the action plans, the intervention and the evaluation of the results obtained during the work. The diagnosis of the opportunity, based on a study done with the patients of the clinic, demonstrated in more depth the needs of this public that perceived the value creation of this service. It was clear that this was an innovation in patient care, confirmed while analyzing how competitors work. The strategy of the solution to take competitive advantage of the opportunity included the broader innovation in they services was offered, with the availability of alternative schedules, hitherto not offered in this segment. This implied the change and internal restructuring of resources and professional skills, which defined action plans, which also sought to map the main threats that could come from competitors. These plans also aimed at enabling the expansion of the clinic with the implantation of new units to expand the business in a sustainable manner. As the process of changes in the clinic progressed, the actions adopted led to a rapid increase in demand, which facilitated the intervention to change the way the clinic operates. Among the most relevant results obtained, over a year, up to the conclusion of this project, was a growth of 119.28% in revenue, margins with an increase of 15.18%, as a consequence of doubling the number of patients, which will allow the expansion of the business throughout 2019. It is worth mentioning the complexity faced in the accomplishment of this work, since it involved numerous negotiations with the clinic founder, the relationship with patients, the adjustments of the team of professionals to support the new requirements needed for the changes, the observation of the performance of the competitors, and the performance of the author who changed from the condition of patient to consultant, and then to partner of the clinic.Este trabalho tem como objetivo apresentar como foi desenvolvido o aproveitamento de uma oportunidade no segmento de saúde, referente aos serviços de quiropraxia, pela clínica QueroQuiro, localizada na cidade de São Paulo. A oportunidade identificada tem a ver com a necessidade das pessoas quanto ao seu bem-estar, qualidade de vida e relaxamento de rotinas estressantes do trabalho, mas que nem todos conhecem os meios práticos e eficientes promovidos pela quiropraxia. Foi adotada a metodologia da solução de problemas organizacionais que trata com a aplicação de técnicas à realidade empresarial, neste caso, para o aproveitamento de oportunidades. Estão apresentados o mercado em que a empresa atua, os seus principais concorrentes, o diagnóstico da oportunidade, a proposta de aproveitamento, os planos de ações, a intervenção e a avaliação dos resultados obtidos durante o trabalho. O diagnóstico da oportunidade, a partir de um estudo feito junto aos pacientes da clínica, demonstrou com mais profundidade as necessidades deste público que percebia o valor diferenciado dos serviços. Ficou claro que se tratava de uma inovação no atendimento aos pacientes, confirmada pelo levantamento realizado sobre as práticas dos concorrentes. A estratégia do aproveitamento da oportunidade compreendeu a ampliação na oferta dos serviços, com a disponibilização de horários alternativos, até então não oferecidos nesse segmento, caracterizando uma inovação de paradigma. Isso implicou na alteração e reestruturação interna dos recursos e competências profissionais, que definiram os planos de ações, em que também se procurou entender e se precaver das principais ameaças que poderiam vir dos concorrentes. Esses planos visaram também viabilizar posteriormente, e de forma sustentável, a expansão da clínica com a implantação de novas unidades para expandir o negócio. À medida que o processo de mudanças na clínica avançava, as ações adotadas propiciaram um rápido crescimento da demanda, o que facilitou a intervenção para a mudança da maneira de atuação da clínica. Dentre os resultados mais relevantes obtidos até a finalização deste trabalho, ao longo de um ano, estão o crescimento de 119,28% no faturamento, margem de lucratividade com incremento de 15,18%, como consequência de ter dobrado o número de pacientes, o que deverá facilitar a expansão do negócio ao longo do ano de 2019. É oportuno ressaltar a complexidade enfrentada na realização deste trabalho, por ter envolvido inúmeras negociações com o proprietário da clínica, o relacionamento com pacientes, os ajustes da equipe de profissionais para atender aos novos requisitos das mudanças, a observação da atuação dos concorrentes, e a própria atuação do autor que passou da condição de paciente a consultor, e depois para sócio da clínica.application/pdfporUniversidade Presbiteriana MackenzieAdministração do Desenvolvimento de NegóciosUPMBrasilCentro de Ciências Sociais e Aplicadas (CCSA)http://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessquiropraxiaoportunidadecriação de valorexpansão do negócioCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESASQueroquiro - expansão de uma clínica de Quiropraxiainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisMarcondes, Reynaldo Cavalheirohttp://lattes.cnpq.br/5082252604805492Franklin, Marcos Antôniohttp://lattes.cnpq.br/2950539167889147Oliva, Fábio Lottihttp://lattes.cnpq.br/3955709227280586http://lattes.cnpq.br/5010948805989606Almeida Neto, Maurício dehttp://tede.mackenzie.br/jspui/retrieve/18684/Maur%c3%adcio%20de%20Almeida%20Neto.pdf.jpghttp://tede.mackenzie.br/jspui/bitstream/tede/3894/5/Maur%C3%ADcio%20de%20Almeida%20Neto.pdfchiropracticopportunityvalue creationbusiness expansionreponame:Biblioteca Digital de Teses e Dissertações do Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIE10899/230312020-05-28 14:54:46.063Biblioteca Digital de Teses e Dissertaçõeshttp://tede.mackenzie.br/jspui/PRI |
dc.title.por.fl_str_mv |
Queroquiro - expansão de uma clínica de Quiropraxia |
title |
Queroquiro - expansão de uma clínica de Quiropraxia |
spellingShingle |
Queroquiro - expansão de uma clínica de Quiropraxia Almeida Neto, Maurício de quiropraxia oportunidade criação de valor expansão do negócio CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
title_short |
Queroquiro - expansão de uma clínica de Quiropraxia |
title_full |
Queroquiro - expansão de uma clínica de Quiropraxia |
title_fullStr |
Queroquiro - expansão de uma clínica de Quiropraxia |
title_full_unstemmed |
Queroquiro - expansão de uma clínica de Quiropraxia |
title_sort |
Queroquiro - expansão de uma clínica de Quiropraxia |
author |
Almeida Neto, Maurício de |
author_facet |
Almeida Neto, Maurício de |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Marcondes, Reynaldo Cavalheiro |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/5082252604805492 |
dc.contributor.referee1.fl_str_mv |
Franklin, Marcos Antônio |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/2950539167889147 |
dc.contributor.referee2.fl_str_mv |
Oliva, Fábio Lotti |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/3955709227280586 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/5010948805989606 |
dc.contributor.author.fl_str_mv |
Almeida Neto, Maurício de |
contributor_str_mv |
Marcondes, Reynaldo Cavalheiro Franklin, Marcos Antônio Oliva, Fábio Lotti |
dc.subject.por.fl_str_mv |
quiropraxia oportunidade criação de valor expansão do negócio |
topic |
quiropraxia oportunidade criação de valor expansão do negócio CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
description |
This work aims to present how to develop an opportunity in the health segment, related to chiropractic services, through QueroQuiro’s clinic, located in the city of São Paulo. The opportunity identified has relation with people's need for their welfare, life quality and relieves of stressful work routines, however not everyone is aware of the practical and efficient treatment promoted by chiropractic techniques. It was adopted the methodology of organizational problems solutions related with the application of techniques to the business reality, in this case, to take advantage of opportunities. It presents the market in which the company operates, its main competitors, the diagnosis of the opportunity, the proposal of exploitation, the action plans, the intervention and the evaluation of the results obtained during the work. The diagnosis of the opportunity, based on a study done with the patients of the clinic, demonstrated in more depth the needs of this public that perceived the value creation of this service. It was clear that this was an innovation in patient care, confirmed while analyzing how competitors work. The strategy of the solution to take competitive advantage of the opportunity included the broader innovation in they services was offered, with the availability of alternative schedules, hitherto not offered in this segment. This implied the change and internal restructuring of resources and professional skills, which defined action plans, which also sought to map the main threats that could come from competitors. These plans also aimed at enabling the expansion of the clinic with the implantation of new units to expand the business in a sustainable manner. As the process of changes in the clinic progressed, the actions adopted led to a rapid increase in demand, which facilitated the intervention to change the way the clinic operates. Among the most relevant results obtained, over a year, up to the conclusion of this project, was a growth of 119.28% in revenue, margins with an increase of 15.18%, as a consequence of doubling the number of patients, which will allow the expansion of the business throughout 2019. It is worth mentioning the complexity faced in the accomplishment of this work, since it involved numerous negotiations with the clinic founder, the relationship with patients, the adjustments of the team of professionals to support the new requirements needed for the changes, the observation of the performance of the competitors, and the performance of the author who changed from the condition of patient to consultant, and then to partner of the clinic. |
publishDate |
2019 |
dc.date.accessioned.fl_str_mv |
2019-04-17T17:50:34Z 2020-05-28T17:54:46Z |
dc.date.issued.fl_str_mv |
2019-02-15 |
dc.date.available.fl_str_mv |
2020-05-28T17:54:46Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
ALMEIDA NETO, Maurício de. Queroquiro - expansão de uma clínica de Quiropraxia. 2019. 46 f. Dissertação ( Administração do Desenvolvimento de Negócios) - Universidade Presbiteriana Mackenzie, São Paulo . |
dc.identifier.uri.fl_str_mv |
http://dspace.mackenzie.br/handle/10899/23031 |
identifier_str_mv |
ALMEIDA NETO, Maurício de. Queroquiro - expansão de uma clínica de Quiropraxia. 2019. 46 f. Dissertação ( Administração do Desenvolvimento de Negócios) - Universidade Presbiteriana Mackenzie, São Paulo . |
url |
http://dspace.mackenzie.br/handle/10899/23031 |
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por |
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por |
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http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
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http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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openAccess |
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application/pdf |
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Universidade Presbiteriana Mackenzie |
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Administração do Desenvolvimento de Negócios |
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UPM |
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Brasil |
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Centro de Ciências Sociais e Aplicadas (CCSA) |
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Universidade Presbiteriana Mackenzie |
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