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Fatores de sucesso e insucesso na venda: análise da gestão de vendas de uma empresa do setor do lazer
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Authors
Advisor(s)
Abstract(s)
A ambição do presente projeto é compreender quais os fatores que contribuem e/ou
determinam o sucesso ou insucesso numa venda, especificamente no setor do lazer. Partindo
desta premissa, foi efetuado um estudo de caso à gestão de vendas de uma empresa líder numa
das áreas do sector.
Através das informações apreendidas nas entrevistas exploratórias, questionário e na
análise da performance da força de vendas, foi possível definir áreas de hipótese relativas aos
fatores de sucesso e insucesso numa venda. Para compreender a relevância e significância
destas áreas de hipótese, foi analisado o processo de venda da empresa e a técnica de venda
usada pela força de vendas. Foi ainda analisado o estudo de mercado realizado aos clientes e
prospetos da empresa.
Compreender as constantes evoluções da natureza da relação cliente-comercial,
representa a validação do pressuposto transformacional e de mutação comportamental do
consumidor atual. Como tal, compete à gestão comercial repensar e redefinir estratégias que
permitam o sucesso do negócio e a perenidade da empresa.
A análise efetuada ao estudo de caso permitiu identificar algumas falhas, deficiências e
áreas que potencialmente poderão ser desenvolvidas nos campos de atuação da empresa. Nesta
base, foram detetadas oportunidades, identificadas propostas e sugeridas ações a desenvolver
nesses âmbitos.
The ambition of this project is to understand which factors contribute and / or determine the success or failure of a sale, specifically in the leisure sector. Starting from this state, a case study was conducted to the sales management of a leading company in one of the sector’s areas. Through the information acknowledged in the exploratory interviews, questionnaire and analysis of the sales force performance, it was possible to define areas of hypothesis concerning the factors of success and failure in a sale. To understand the relevance and significance of these hypothesis areas, the process of selling used by the company and the selling technique used by the sales force were analyzed. It was also analyzed the market survey focussed in the customers and prospects of the company. Understanding the nature of the constant evolution of salesperson-client relationship is the validation of the assumption of the transformation and the changing of the consumer behaviour nowadays. It is a task for the sales management to rethink and redefine strategies for business success and sustainability of the company. This analysis allowed identifying some flaws, weaknesses and areas that could potentially be developed by the company. On this basis, we detected opportunities, identified proposals and suggested plans to develop in those areas.
The ambition of this project is to understand which factors contribute and / or determine the success or failure of a sale, specifically in the leisure sector. Starting from this state, a case study was conducted to the sales management of a leading company in one of the sector’s areas. Through the information acknowledged in the exploratory interviews, questionnaire and analysis of the sales force performance, it was possible to define areas of hypothesis concerning the factors of success and failure in a sale. To understand the relevance and significance of these hypothesis areas, the process of selling used by the company and the selling technique used by the sales force were analyzed. It was also analyzed the market survey focussed in the customers and prospects of the company. Understanding the nature of the constant evolution of salesperson-client relationship is the validation of the assumption of the transformation and the changing of the consumer behaviour nowadays. It is a task for the sales management to rethink and redefine strategies for business success and sustainability of the company. This analysis allowed identifying some flaws, weaknesses and areas that could potentially be developed by the company. On this basis, we detected opportunities, identified proposals and suggested plans to develop in those areas.
Description
Dissertação de Mestrado em Ciências Empresariais Ramo de Gestão de Pequenas e Médias Empresas
Keywords
Fatores de sucesso Fatores de insucesso Gestão comercial Relação cliente-comercial Força de vendas Processo de venda Success factors Failure factors Sales management Customer-salesperson relationship Sales force Sales process
Citation
Publisher
Escola Superior de Ciências Empresariais