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Authors
Advisor(s)
Abstract(s)
Face à atual conjuntura económica e a outros elementos cruciais, como a concorrência, só uma minoria das empresas portuguesas consegue uma rede de grande dimensão. Neste contexto, a Opticalia é um caso paradigmático da vontade de empreender e progredir, equaciona abrir horizontes e desenvolver novas parcerias, com um modelo pioneiro e inovador para cativar óticas estagnadas e para criação de novos negócios. Este modelo veio agitar um mercado maduro com grandes grupos há várias décadas implementados no país. Deste modo, esta dissertação debruçar-se-á perante a “Adaptação do modelo de franchising, no setor ótico, em tempo de crise” em que se utiliza o exemplo do grupo Opticalia e das empresas suas associadas enquanto motor de expansão do setor ótico em Portugal. O projeto desenvolvido assenta em duas partes: revisão da literatura e análise de informação. A revisão da literatura permitiu essencialmente explicar o conceito de franchising, as suas componentes básicas, vantagens, desvantagens, precedentes e efeitos inerentes, quer do ponto de vista do franchisador, quer do franchisado. Após a revisão da literatura foi realizada uma análise da situação atual da organização e do mercado ótico. Posteriormente, com base no referencial teórico e no enquadramento geral da empresa e do setor, refletiu-se sobre a decisão de óticas independentes integrarem este grupo de modo a impulsionarem os seus resultados e o seu sucesso. No final, conclui-se que este modelo de franchising é algo único e diferenciador, podendo ser um modelo a seguir por outros setores enquanto ferramenta de expansão, criação de novos postos de trabalho e até mesmo para o crescimento da economia nacional, dado que promove o desenvolvimento das organizações através de uma área de partilha de investimento como a Comunicação e o Marketing.
Given the current economic situation and other crucial elements, such as competition, only a minority of the Portuguese companies achieves a large network. In this context, Opticalia is a paradigmatic case of the will to undertake and progress, while searching new ways and developing new partnerships, with a pioneering and innovative model to attract stagnated optics and to create new business. This model came to shake a mature market with large groups implemented in the country for decades. Thus, this work will focus on the "Adaptation of the franchising model in the optical sector in times of crisis" using the example of Opticalia group and its associated companies as the expansion engine of the optical industry in Portugal. The project is based on two parts: literature review and information analysis. The literature review allowed essentially to explain the concept of franchising, its basic components, advantages, disadvantages, backgrounds and inherent effects of either the franchisor's point of view, whether the franchisee’s. After the literature review it was held an analysis of the current situation of the organization and of the optical market. Afterwards, already with the theoretical framework and the company and the sector general overview, was done a reflexion about the decision of independent optics to integrate this group in order to boost their results and success. Finally, it is concluded that this model of franchising is pioneering and distinctive, being an example for other sectors as an expanding tool, for creating new jobs and even contributing for the growth of the national economy, since it promotes the development of organizations through a sharing area of investment as Communication and Marketing.
Given the current economic situation and other crucial elements, such as competition, only a minority of the Portuguese companies achieves a large network. In this context, Opticalia is a paradigmatic case of the will to undertake and progress, while searching new ways and developing new partnerships, with a pioneering and innovative model to attract stagnated optics and to create new business. This model came to shake a mature market with large groups implemented in the country for decades. Thus, this work will focus on the "Adaptation of the franchising model in the optical sector in times of crisis" using the example of Opticalia group and its associated companies as the expansion engine of the optical industry in Portugal. The project is based on two parts: literature review and information analysis. The literature review allowed essentially to explain the concept of franchising, its basic components, advantages, disadvantages, backgrounds and inherent effects of either the franchisor's point of view, whether the franchisee’s. After the literature review it was held an analysis of the current situation of the organization and of the optical market. Afterwards, already with the theoretical framework and the company and the sector general overview, was done a reflexion about the decision of independent optics to integrate this group in order to boost their results and success. Finally, it is concluded that this model of franchising is pioneering and distinctive, being an example for other sectors as an expanding tool, for creating new jobs and even contributing for the growth of the national economy, since it promotes the development of organizations through a sharing area of investment as Communication and Marketing.
Description
Mestrado em Controlo de Gestão e dos Negócios
Keywords
Franchising Desafios do mercado Expansão Mercado ótico Opticalia Market challenges Expansion Optical market