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Authors
Advisor(s)
Abstract(s)
Vivemos numa época de revolução digital, e devido às inúmeras ofertas de mercado, os consumidores tornaram-se mais exigentes, pretendendo otimizar o seu tempo ao procurar por produtos personalizados que melhor satisfaçam as suas necessidades. A evolução das novas tecnologias permitiu desenvolver startups, que respondem de forma eficaz a essas exigências.
O projeto seguidamente apresentado consiste, num plano de negócio para a implementação de uma marca portuguesa de malas personalizadas em couro, que comercializa online.
A Marianitas através de uma plataforma de personalização, disponibiliza a escolha do modelo pré-definido, as cores e os acessórios, tudo inteiramente elaborado pelas clientes. A plataforma permite ainda acompanhar todo o processo de evolução da mala, à medida que a mesma é desenvolvida. Como? Através de um simulador, que em tempo real permite à consumidora verificar o aspeto final do produto, antes de efetuar cada compra.
O presente plano de negócios, permitiu analisar a envolvente interna externa da empresa de modo a desenvolver uma estratégia adequada que visa ser implementada. Após a revisão literária da temática em estudo e a análise à realidade destinatária do projeto, avaliou-se a sua pertinência e viabilidade aplicando um inquérito por questionário quantitativo, partilhado nas redes sociais e por e-mail, a potenciais clientes da marca.
Realizada e concluída a análise ao projeto, verifica-se que a empresa apresenta viabilidade financeira, muito embora revele durante o primeiro ano de atividade, algumas dificuldades na sua implementação. Situação semelhante à maioria das empresas. Contudo, face ao estudo financeiro, apresenta retorno de investimento após cinco anos de atividade.
ABSTRACT: Nowadays, we live in a digital revolution era and consumers have become more demanding due to innumerable market offers. They are looking to optimize their time by searching for customized products that best suit their needs. The evolution of new technologies has allowed the development of startups, which respond effectively to these requirements. The following project consists in a business plan for the implementation of a Portuguese brand of personalized leather suitcases, which it markets online. Marianitas through a customization platform, offers the choice of a predefined model, the colors and the accessories, all entirely made by the customers. The platform also allows to follow the whole process of evolution of the suitcase, as it is elaborated. How? Through a simulator, which in real time allows the consumer to verify the final appearance of the product, before making each purchase. This business plan allowed us to analyze the internal external environment of the company in order to develop an appropriate strategy that aims to be implemented. After the literary review of the subject under study and the analysis of the target reality of the project, its relevance and feasibility were evaluated by applying a quantitative questionnaire survey, shared in social networks and by e-mail, to potential brand clients. Once the project analysis has been completed, it is verified that the company presents financial viability, even though during the first year of activity it reveals some difficulties in its implementation. A similar situation to most companies. However, in view of the financial study, it shows a return on investment after five years of activity.
ABSTRACT: Nowadays, we live in a digital revolution era and consumers have become more demanding due to innumerable market offers. They are looking to optimize their time by searching for customized products that best suit their needs. The evolution of new technologies has allowed the development of startups, which respond effectively to these requirements. The following project consists in a business plan for the implementation of a Portuguese brand of personalized leather suitcases, which it markets online. Marianitas through a customization platform, offers the choice of a predefined model, the colors and the accessories, all entirely made by the customers. The platform also allows to follow the whole process of evolution of the suitcase, as it is elaborated. How? Through a simulator, which in real time allows the consumer to verify the final appearance of the product, before making each purchase. This business plan allowed us to analyze the internal external environment of the company in order to develop an appropriate strategy that aims to be implemented. After the literary review of the subject under study and the analysis of the target reality of the project, its relevance and feasibility were evaluated by applying a quantitative questionnaire survey, shared in social networks and by e-mail, to potential brand clients. Once the project analysis has been completed, it is verified that the company presents financial viability, even though during the first year of activity it reveals some difficulties in its implementation. A similar situation to most companies. However, in view of the financial study, it shows a return on investment after five years of activity.
Description
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing
Keywords
Marketing Plano de negócios Moda Comércio electrónico Plataformas digitais Business plan Fashion E-Commerce Digital platform Startups
Citation
Canas, M.R.C. (2018). Plano de negócio para a comercialização de malas personalizadas online: Marianitas. Trabalho de projeto do mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social