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Uma proposta de crescimento pela via do franchising: um estudo aplicado a uma PME
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Advisor(s)
Abstract(s)
O presente relatório diz respeito ao desenvolvimento de uma reflexão estratégica que
decorre de um estágio realizado numa empresa franchisada em Portugal e que se dedica ao
ensino da programação para crianças e adolescentes dos 7 aos 17 anos. Este relatório tem como
objetivo gerar opções estratégicas de expansão para o mercado Europeu com a finalidade de se
expandirem também para outros continentes. Para este efeito e com base na revisão da literatura
e da recolha de informação secundária e primária, procedeu-se a um diagnóstico que envolve
as estruturas externa e interna da empresa e do grupo franquiador, bem como o esboço de
soluções e opções estratégicas para o crescimento do negócio. Este estudo concluiu que a
melhor oportunidade para a empresa seria a expansão para o mercado espanhol devido a
proximidade geográfica e cultural. Para além desses factos, identificou-se também a
necessidade de criar parcerias locais com escolas e ATL, nomeadamente particulares para
prestação de serviço na área de formação específica para crianças e jovens. A problemática na
implementação do modelo franchising referente a empresa foi no acesso a dados porque a
empresa apresenta excessivos protocolos a seguir e a cumprir o que não facilita o fácil acesso
a informação. Como solução a empresa deveria ter apenas 1 servidor que faça a gestão global
dos dados de forma imediata e central possibilitando ao acesso imediato a informação. Em
suma, a expansão via franchising está a tornar-se muito popular devido a sua significativa taxa
de sucesso porque se trata de um modelo replicável e muito lucrativo.
This report concerns the development of a strategic reflection which stems from an internship carried out in a franchised company in Portugal and dedicated to teaching programming to children and adolescents from 7 to 17 years old. This report aims to generate strategic options for expansion into the European market with the aim of also expanding to other continents. For this purpose and based on the review of the literature and the collection of secondary and primary information, a diagnosis was made involving the external and internal structures of the company and the franchising group, as well as the outline of strategic solutions and options for business growth. This study concluded that the best opportunity for the company would be expansion into the Spanish market due to geographical and cultural proximity. In addition to these facts, it also identified the need to create local partnerships with schools and ATL, namely individuals to provide services in the area of specific training for children and young people. The problem in the implementation of the franchising model regarding the company was the access to data because the company has excessive protocols to follow and to comply with what does not facilitate the easy access to information. As a solution the company should have only 1 server that does the global management of the data in an immediate and central way allowing the immediate access to information. In short, the expansion via franchising is becoming very popular due to its significant success rate because it is a replicable and very profitable model.
This report concerns the development of a strategic reflection which stems from an internship carried out in a franchised company in Portugal and dedicated to teaching programming to children and adolescents from 7 to 17 years old. This report aims to generate strategic options for expansion into the European market with the aim of also expanding to other continents. For this purpose and based on the review of the literature and the collection of secondary and primary information, a diagnosis was made involving the external and internal structures of the company and the franchising group, as well as the outline of strategic solutions and options for business growth. This study concluded that the best opportunity for the company would be expansion into the Spanish market due to geographical and cultural proximity. In addition to these facts, it also identified the need to create local partnerships with schools and ATL, namely individuals to provide services in the area of specific training for children and young people. The problem in the implementation of the franchising model regarding the company was the access to data because the company has excessive protocols to follow and to comply with what does not facilitate the easy access to information. As a solution the company should have only 1 server that does the global management of the data in an immediate and central way allowing the immediate access to information. In short, the expansion via franchising is becoming very popular due to its significant success rate because it is a replicable and very profitable model.
Description
Keywords
Franchising Diagnóstico estratégico Programação e internacionalização