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Um Oceano Azul para a Redlar Rolante: o design de um negócio em um novo mercado estratégico
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| 1.45 MB | Adobe PDF |
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Abstract(s)
Esta pesquisa apresenta o estudo de caso da empresa Redlar Rolante que é uma loja
de retalho no ramo de móveis e decoração, e que faz parte de uma rede de cooperação
empresarial do estado do Rio Grande do Sul/Brasil, chamada Redlar. Esta pesquisa contou
com a participação dos cargos de confiança da empresa: gerente comercial, gerente de
logística, administrativo, e financeiro, bem como as duas gestoras da empresa e teve como
base metodológica o livro A Estratégia do Oceano Azul dos professores Chan Kim e
Mauborgne (2019). Seguindo as ferramentas desta metodologia, este trabalho de pesquisa se
direcionou para a criação da Escola da Casa, um novo modelo de negócio focado na
transmissão de conhecimento e instrução do público com a temática “casa”, tirando o foco da
transação comercial de mobiliário. Ficou selecionado algumas temáticas necessárias como
Personal Organizer para a cozinha e dormitórios, Chef de pratos caseiros para pequenas e
grandes reuniões, limpeza e manutenção de móveis e equipamentos, jardinagem externa e
jardins internos, ambientação e fluxo de casa, decoração de espaços, decoração de mesas
celebrativas, organização e planejamento de casamento e construção de casas, entre outros
serviços. As instalações da empresa também servirão de sala de aula para os cursos de Design
de Interiores das Escolas Técnicas e Universidades da região, como forma de aulas práticas
externas. Esta pesquisa foi o primeiro passo para a criação do Oceano Azul para a Redlar
Rolante e com isso foram criados planos de ação a curto, médio e longo prazo denominados
“desconstrução da loja de móveis”, “transição” e “Escola da Casa”, onde teremos a execução
dos workshops e eventos a partir de janeiro de 2023. Com os resultados obtidos com este
projeto piloto, esta pesquisa servirá de base para a criação do Projeto Redlar 2025, prazo
máximo onde a implantação da Escola da Casa será realizada em todas as 33 lojas da rede de
cooperação empresarial, atingindo o estado do Rio Grande do Sul/Brasil como um todo
fisicamente, e a implantação do espaço online para buscar um alcance ainda maior, em
proporção mundial.
This research presents the case study of the company Redlar Rolante, which is a retail store in the furniture and decoration sector, and which is part of a network of business cooperation in the state of Rio Grande do Sul/Brazil, called Redlar. This research had the participation of the company's trusted positions: commercial manager, logistics, administrative, and financial manager, as well as the two company managers and was methodologically based on the book The Blue Ocean Strategy by professors Chan Kim and Mauborgne (2019). Following the tools of this methodology, this research work was directed towards the creation of Escola da Casa, a new business model focused on the transmission of knowledge and instruction to the public with the theme “home”, taking the focus off the commercial transaction of furniture. Some necessary topics were selected, such as Personal Organizer for the kitchen and bedrooms, Chef of homemade dishes for small and large meetings, cleaning and maintenance of furniture and equipment, outdoor gardening and indoor gardens, ambiance and home flow, decoration of spaces, decoration of celebratory tables, organization and planning of weddings and construction of houses, among other services. The company's facilities will also serve as a classroom for Interior Design courses at Technical Schools and Universities in the region, as a form of external practical classes. This research was the first step towards the creation of Blue Ocean for Redlar Rolante and with that short, medium and long term action plans were created called “deconstruction of the furniture store”, “transition” and “Escola da Casa”, where we will have the execution of workshops and events from January 2023. With the results obtained from this pilot project, this research will serve as a basis for the creation of the Redlar 2025 Project, the maximum period in which the implementation of Escola da Casa will be carried out in all the 33 stores of the business cooperation network, reaching the state of Rio Grande do Sul/Brazil as a whole physically, and the implementation of the online space to seek an even greater reach, on a global scale.
This research presents the case study of the company Redlar Rolante, which is a retail store in the furniture and decoration sector, and which is part of a network of business cooperation in the state of Rio Grande do Sul/Brazil, called Redlar. This research had the participation of the company's trusted positions: commercial manager, logistics, administrative, and financial manager, as well as the two company managers and was methodologically based on the book The Blue Ocean Strategy by professors Chan Kim and Mauborgne (2019). Following the tools of this methodology, this research work was directed towards the creation of Escola da Casa, a new business model focused on the transmission of knowledge and instruction to the public with the theme “home”, taking the focus off the commercial transaction of furniture. Some necessary topics were selected, such as Personal Organizer for the kitchen and bedrooms, Chef of homemade dishes for small and large meetings, cleaning and maintenance of furniture and equipment, outdoor gardening and indoor gardens, ambiance and home flow, decoration of spaces, decoration of celebratory tables, organization and planning of weddings and construction of houses, among other services. The company's facilities will also serve as a classroom for Interior Design courses at Technical Schools and Universities in the region, as a form of external practical classes. This research was the first step towards the creation of Blue Ocean for Redlar Rolante and with that short, medium and long term action plans were created called “deconstruction of the furniture store”, “transition” and “Escola da Casa”, where we will have the execution of workshops and events from January 2023. With the results obtained from this pilot project, this research will serve as a basis for the creation of the Redlar 2025 Project, the maximum period in which the implementation of Escola da Casa will be carried out in all the 33 stores of the business cooperation network, reaching the state of Rio Grande do Sul/Brazil as a whole physically, and the implementation of the online space to seek an even greater reach, on a global scale.
Description
Keywords
Business design Estratégia do Oceano Azul Reposicionamento Cultura de inovação Expansão de negócio