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Publication
Aplicação do modelo Canvas para o Projeto Munik
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| 1.82 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O presente projeto, denominado de MUNIK, aplica o modelo Canvas num negócio a
implementar na área da restauração, na cidade de Setúbal. Para tal, foi necessária investigação
do nível de atratividade da cidade para este tipo de empreendimento e perceber a razão da
escolha deste modelo de negócios. Após a revisão de vários autores, optou-se pelo modelo
Canvas de Osterwalder e Pigneur devido à sua simplicidade na construção e visualização para
futura implementação. Para a construção deste modelo, realizou-se um questionário à
população da respetiva cidade, de forma a perceber qual o comportamento do consumidor e
prever a atratividade do negócio. Adicionalmente, foram utilizados instrumentos de análise
(PESTEL, modelo das 5 forças de Porter e SWOT) para recolher informação adicional
associada ao contexto do projeto e aplicá-la ao modelo Canvas.
Assim sendo, o presente documento tem como principal finalidade reunir informação de forma
a aplicá-la no modelo Canvas e ao negócio que se pretende implementar, MUNIK.
Este projeto move-se pela oportunidade de criar uma marca portuguesa, um estabelecimento
pioneiro na cidade de Setúbal, onde se visa a excelência de serviço, o espaço diferenciador e os
possíveis produtos a serem comercializados.
This project, called MUNIK, applies the Canvas model in a business to be implemented in the restaurant area, in the city of Setúbal. For this, it was necessary to investigate the level of attractiveness of the city for this type of enterprise and understand the reason for choosing this business model. After reviewing several authors, it was chosen the Canvas model of Osterwalder and Pigneur due to its simplicity in construction and visualization for future implementation. To build this model, a survey was conducted among the population of the respective city, in order to understand consumer behaviour and predict the attractiveness of the business. Additionally, analysis tools were used (PESTEL, Porter's 5 forces model and SWOT) to collect additional information associated with the context of the project and apply it to the Canvas model. Therefore, the main purpose of this document is to gather information in order to apply it to the Canvas model and to the business that is intended to be implemented, MUNIK. This project is moved by the opportunity to create a Portuguese brand, a pioneering establishment in the city of Setúbal, where the excellence of service, the differentiating space, and the possible products to be marketed are aimed.
This project, called MUNIK, applies the Canvas model in a business to be implemented in the restaurant area, in the city of Setúbal. For this, it was necessary to investigate the level of attractiveness of the city for this type of enterprise and understand the reason for choosing this business model. After reviewing several authors, it was chosen the Canvas model of Osterwalder and Pigneur due to its simplicity in construction and visualization for future implementation. To build this model, a survey was conducted among the population of the respective city, in order to understand consumer behaviour and predict the attractiveness of the business. Additionally, analysis tools were used (PESTEL, Porter's 5 forces model and SWOT) to collect additional information associated with the context of the project and apply it to the Canvas model. Therefore, the main purpose of this document is to gather information in order to apply it to the Canvas model and to the business that is intended to be implemented, MUNIK. This project is moved by the opportunity to create a Portuguese brand, a pioneering establishment in the city of Setúbal, where the excellence of service, the differentiating space, and the possible products to be marketed are aimed.
Description
Keywords
Empreendedorismo Canvas Cafetaria Setúbal Entrepreneurship Coffeehouse