Estudo estratégico voltado para expansão de uma empresa de serviço de alimentação em João Pessoa

Abstract

t Companies are looking to expand their business as part of their growth strategy. In segments with strong demand, as is the case of the food sector outside the home, investigated in this research, besides the differentiation of products and services, it is necessary to analyze the strategy to minimize risks and assertiveness in the use of resources, especially when looking for diversify and or expand the business. This work was carried out at the company Persia, located in the city of João Pessoa, in the food service segment. The objective of the research is to determine the feasibility conditions for expansion of a food service in João Pessoa. A case study with a descriptive-exploratory research was developed, being the data collected both through documentary research and via questionnaire with clients, semi-structured interview with the owner and direct observation by the researcher. The data treatment has a qualitative approach, focusing on expansion strategy, segmentation, location and viability under the equilibrium approach. The percentage measure for demand analysis and the weighting method for location analysis were used. For the analysis of the break-even point and its set of information, the measure of value in reais was used. The results show that the expansion strategy is assertive for the South Zone of João Pessoa region, since a large part of the company's demand has evolved in the region since the store's opening, mainly regarding delivery orders, since they represent a significant share of the result from the company. The weighting method points to the Banking neighborhood with more timely indicators in the presence of the public, proximity of suppliers, proximity of competitors and purchasing power of the population. Sales forecasts, costs and investments were calculated and the break-even point was calculated. The expanded store in Bairro dos Bancários was profitable from the sale of approximately 69% of orders billed at the Manaíra neighborhood store. It is concluded that it is feasible to expand the business to Bairro dos Bancários in the southern zone of João Pessoa, consolidating the company's growth strategy, based on the evolution of demand, segmentation of customers and the market, acceptance and recommendation the company and its products and services, as well as the strategy of location and financial balance