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Estratégia de Recuperação de Empresa Aérea - Uma análise do caso GOL Linhas Aéreas
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Abstract(s)
O setor aéreo assume papel estratégico na integração regional e mundial, bem como na geração de impactos econômicos no mundo contemporâneo. Porém, apesar do contexto favorável à sua expansão, o setor está sujeito às intempéries estruturais e de mercado.
Esta dissertação objetivou analisar a estratégia de recuperação da empresa brasileira GOL Linhas Aéreas durante a crise enfrentada após 2012, com ápice em 2015. Tendo em vista que não foi encontrada publicação acadêmica sobre a questão específica da estratégia de recuperação da GOL, foi realizada pesquisa em páginas eletrônicas brasileiras especializadas em economia e no canal de relações com os investidores da empresa. Adicionalmente, procurou-se entrevistas do presidente da GOL em plataformas de compartilhamento de vídeos.
O corpo gestor da companhia aérea elaborou um planejamento de recuperação que teve como propósito, além da contenção de gastos, o aumento da receita através de medidas que trouxeram atratividade ao segmento corporativo, acarretando maior satisfação de clientes, credores e investidores.
Foram caracterizados quatro pontos principais na estratégia delineada: a contenção de custos, o uso da tecnologia para a otimização e criação de produtos e serviços, a padronização da configuração interna das aeronaves - favorecendo conforto e pontualidade - e a reestruturação da malha aérea em termos de localidades e horários. As mudanças permitiram o reposicionamento estratégico da empresa no setor aéreo, alterando o perfil de low cost para híbrido, com atrativos voltados também para o cliente corporativo. No contexto brasileiro, onde há antecedentes de crises e falências de grandes companhias aéreas, a sobrevivência exige ações preventivas e o constante monitoramento de possíveis crises.
The air sector assumes a strategic role in regional and global integration, as well as in the generation of economic impacts in the contemporary world. However, despite the context favorable to its expansion, the sector is subject to structural and market problems. This dissertation aimed to analyze the recovery strategy of the Brazilian company GOL Linhas Aéreas during the crisis faced after 2012, with a peak in 2015. Since no academic publication was found on the specific issue of GOL's recovery strategy, a survey was conducted on Brazilian electronic pages specialized in economics and in the investor relations channel of the company. In addition, interviews were sought from the president of GOL on video sharing platforms. The management team of the airline elaborated a recovery plan that aimed, in addition to containing expenses, the increase of revenue by measures that brought attractiveness to the corporate segment, resulting in greater satisfaction of customers,creditors and investors. Four main points were identified in the strategy outlined: cost containment, use of technology for optimization and creation of products and services, standardization of the aircraft's internal configuration - favoring comfort and punctuality - and the restructuring of the air network in terms of locations and schedules. The changes allowed the strategic repositioning of the company in the airline sector, with the change from low cost to hybrid profile, reaching also the corporate client. In the Brazilian context, where there is a history of crises and bankruptcies of large airlines, survival requires preventive actions and constant monitoring of possible crises.
The air sector assumes a strategic role in regional and global integration, as well as in the generation of economic impacts in the contemporary world. However, despite the context favorable to its expansion, the sector is subject to structural and market problems. This dissertation aimed to analyze the recovery strategy of the Brazilian company GOL Linhas Aéreas during the crisis faced after 2012, with a peak in 2015. Since no academic publication was found on the specific issue of GOL's recovery strategy, a survey was conducted on Brazilian electronic pages specialized in economics and in the investor relations channel of the company. In addition, interviews were sought from the president of GOL on video sharing platforms. The management team of the airline elaborated a recovery plan that aimed, in addition to containing expenses, the increase of revenue by measures that brought attractiveness to the corporate segment, resulting in greater satisfaction of customers,creditors and investors. Four main points were identified in the strategy outlined: cost containment, use of technology for optimization and creation of products and services, standardization of the aircraft's internal configuration - favoring comfort and punctuality - and the restructuring of the air network in terms of locations and schedules. The changes allowed the strategic repositioning of the company in the airline sector, with the change from low cost to hybrid profile, reaching also the corporate client. In the Brazilian context, where there is a history of crises and bankruptcies of large airlines, survival requires preventive actions and constant monitoring of possible crises.
Description
Keywords
Setor aéreo, estratégias de sobrevivência e recuperação de empresas, hibridização, GOL Linhas Aéreas. Airlines sector, survival and turnaround strategies, hybridization, GOL Airlines.