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O conceito outlet aplicado a uma loja de discount
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O comércio a retalho tem uma importância extrema na economia mundial, que se revela tanto a nível de volume de negócios como na criação de emprego. Estes fatores, aliados ao facto de ser um mercado competitivo e com potencial de crescimento, fazem com as empresas que atuam neste sector sintam necessidade de alargar a sua posição no mercado. As decisões estratégicas de uma organização, que deseja alargar a sua posição no mercado, têm de considerar a atratividade do segmento do mercado desejado. Desta forma, o marketing surge como um elemento preponderante, dado que permite identificar diferentes produtos e ou mercados, considerando a análise de necessidades dos clientes que se pretendam angariar.
Este caso de estudo tem como objetivo apresentar propostas para cada uma das variáveis de Retailing Mix de uma loja Outlet, com génese num retalhista Discount, tendo em consideração a estratégia de sustentabilidade da empresa em estudo. Para isso, foram analisados alguns exemplos de retalhistas existentes no mercado português que abriram as suas lojas de Retail Outlet.
No decorrer deste trabalho, foram realizadas várias pesquisas documentais, de observação e bibliográficas. Foi realizada uma entrevista ao diretor de Supply Chain e foram visitadas algumas das lojas Retail Outlet de insígnias concorrentes. No final do trabalho são apresentadas propostas para as variáveis de Retailing Mix adaptadas a uma loja Outlet.
Retailing takes on a role of extreme importance in Global economy, which translates not only on business volumes but also in employment creation. These factors allied to the market’s competitiveness and growth potential result in the companies who perform in this stage feeling the need to broaden their stance/share in the market. The strategical decisions of an organization that looks to increase their share in the market should consider the attractiveness of the desired market’s segment. Thus, marketing becomes a crucial element, since it allows for the identification of different products and/or markets, based on the analysis of the needs of those clients they want to attract. This case study aims to present proposals for each of the variables of Retailing Mix in an Outlet Store belonging to the Discount segment, taking into consideration the company’s sustainability strategy. In order to achieve that, some examples of existing retailers that opened their retail outlet stores in the Portuguese market were analyzed. In the course of this paper, several researches were made, both documental and well as observational and bibliographical. An interview to the Supply Chain director was conducted and some Retail Outlet stores from competing brands were visited. In the paper’s conclusion we present several proposals for the Retailing Mix variables adapted to an Outlet store.
Retailing takes on a role of extreme importance in Global economy, which translates not only on business volumes but also in employment creation. These factors allied to the market’s competitiveness and growth potential result in the companies who perform in this stage feeling the need to broaden their stance/share in the market. The strategical decisions of an organization that looks to increase their share in the market should consider the attractiveness of the desired market’s segment. Thus, marketing becomes a crucial element, since it allows for the identification of different products and/or markets, based on the analysis of the needs of those clients they want to attract. This case study aims to present proposals for each of the variables of Retailing Mix in an Outlet Store belonging to the Discount segment, taking into consideration the company’s sustainability strategy. In order to achieve that, some examples of existing retailers that opened their retail outlet stores in the Portuguese market were analyzed. In the course of this paper, several researches were made, both documental and well as observational and bibliographical. An interview to the Supply Chain director was conducted and some Retail Outlet stores from competing brands were visited. In the paper’s conclusion we present several proposals for the Retailing Mix variables adapted to an Outlet store.
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Discount Não Alimentar Retailing Mix Outlet Non Food Retailing Mix