É doce franquear? O caso da Zeny Doces e Salgados

Abstract

The case discusses a managerial dilemma faced by Zeny Doces e Salgados, a family owned food company that has been in the market since 1991. To leverage sales, the marketing department decided to make a promotion that would double the demand for salty snacks, but there was no sufficient productive capacity. With this, a production manager in three alternatives to supply the expected demand: working overtime, hiring and firing employees when necessary or producing constantly in order to build stocks. The case addresses the topic of aggregate planning, a typical problem of Production and Operations Administration, particularly in Production Planning and Control, being useful for undergraduate and graduate courses in Administration, Food Engineering and Production Engineering and in business training in the Production area.