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Authors
Advisor(s)
Abstract(s)
O empreendedorismo tem se revelado um dos principais motores de evolução económica global. Através dele é possível estruturar um melhor desenvolvimento a nível financeiro, através da geração de oportunidades para novos projetos e possibilitar, a nível social, a criação de diferentes projetos sustentáveis que agregam valor à comunidade.
A nível nacional, a indústria de swimwear revelou-se um importante instrumento de empreendedorismo para as novas marcas, o que propicia um ambiente favorável para a constituição de novos projetos. Em comparação com outros países dentro do território europeu, que possuem um mercado mais consistente e diversificado, Portugal possui um mercado considerável a explorar possibilitando um crescimento significativo para as novas marcas.
Sendo assim, o objetivo deste documento assenta na criação de uma nova marca de biquínis e fatos de banho denominada Banaya. Ao longo do mesmo irei apresentar um plano de negócio, sob as premissas do business model canvas, que permite investigar o mercado, elaborar estratégias e estruturar um projeto de empreendedorismo neste setor.
A Banaya caracteriza-se como uma marca slow fashion, que visa a fabricação de produtos de forma consciente, comprometendo-se não só a entregar produtos sustentáveis com design apelativo aos seus clientes, mas também de qualidade bastante superior às marcas de fast fashion.
A Banaya não pretende ser apenas mais uma marca, mas sim desenvolver e transmitir um life style tropical, procurando diferenciar-se no mercado português ao trazer traços da moda swimwear brasileira e entregar uma identidade e atitude que as marcas que vigoram em ambiente nacional não conseguem entregar, principalmente pela forma como expõe os produtos e comunicam com seus clientes.
Entrepreneurship has proven to be one of the main drivers of the global economic evolution. At a financial level, it has made it possible to improve development opportunities for new projects. While at a social level, it creates value for society by enabling and providing for a variety of sustainable projects. At the national level, the swimwear industry has proven to be an important instrument of entrepreneurship for new brands, providing a favorable environment for the creation of new projects. Compared to other countries within the European territory (which have a more consistent and diversified market), Portugal has a considerable market to explore, enabling significant growth for new brands. By applying the structure of a business plan, namely, the business model canvas, the objective of this paper is centered on the creation of a new brand of bikinis and bathing suits called Banaya. By applying this business plan, it has allowed us to investigate the market as a whole, develop strategies and structure an entrepreneurship project within its sector. Banaya is characterized as a slow fashion brand, with the aim to manufacture products consciously, delivering not only appealing products with great design to its customers, but also better quality than traditional fast fashion brands. Banaya isn’t just another brand, its goal is to influence a tropical lifestyle, looking for differentiate itself in the market by bringing in traits of Brazilian swimwear fashion, and by delivering an identity and attitude that brands that operate in the national environment cannot deliver; mainly because of the way these other brands present their products and communicate with their customers.
Entrepreneurship has proven to be one of the main drivers of the global economic evolution. At a financial level, it has made it possible to improve development opportunities for new projects. While at a social level, it creates value for society by enabling and providing for a variety of sustainable projects. At the national level, the swimwear industry has proven to be an important instrument of entrepreneurship for new brands, providing a favorable environment for the creation of new projects. Compared to other countries within the European territory (which have a more consistent and diversified market), Portugal has a considerable market to explore, enabling significant growth for new brands. By applying the structure of a business plan, namely, the business model canvas, the objective of this paper is centered on the creation of a new brand of bikinis and bathing suits called Banaya. By applying this business plan, it has allowed us to investigate the market as a whole, develop strategies and structure an entrepreneurship project within its sector. Banaya is characterized as a slow fashion brand, with the aim to manufacture products consciously, delivering not only appealing products with great design to its customers, but also better quality than traditional fast fashion brands. Banaya isn’t just another brand, its goal is to influence a tropical lifestyle, looking for differentiate itself in the market by bringing in traits of Brazilian swimwear fashion, and by delivering an identity and attitude that brands that operate in the national environment cannot deliver; mainly because of the way these other brands present their products and communicate with their customers.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Empreendedorismo Bussines model canvas Plano de negócios Banaya Collection Swimwear Entrepreneurship Business plan
Citation
Correa, W. W. (2021) Trabalho de projeto Plano de negócios – Banaya Collection. (Dissertação de mestrado não publicada). Instituto Politécnico de Lisboa, Instituto Superior de Contabilidade e Administração de Lisboa. Disponível em http://hdl.handle.net/10400.21/15296