Gestão de compras e o desenvolvimento do mix de produtos: o caso de uma loja de calçados da moda na Paraíba

Abstract

Product Mix Development and Purchasing Management play crucial roles in the strategy of retail companies, particularly in the fashion sector, which is characterized by demand volatility, seasonal collections (winter, summer, and interseason), and the constant need to adapt to consumer preferences. This study aimed to analyze the Purchasing Management and Product Mix Development processes in a small family-owned company, part of a network of five footwear stores located in the states of Paraíba and Rio Grande do Norte. The focus was to assess the alignment of these processes with practices suggested by specialized literature, considering the reality of micro and small enterprises (MSEs), which are characterized by simplified processes and resource limitations, as isthe case with the studied company. The study was conducted through: Bibliographic Research; Participative Observation of the company's internal procedures; and Qualitative Analysis of data collected through Semi- Structured Interviews. As part of the results, diagrams were created to record the steps adopted by the company, which were used to compare theory and business practice, contributing to highlight that the company demonstrates a good degree of adherence to the steps proposed by the literature. In summary, despite the alignment of most steps in the Purchasing Management and Product Mix Development processes with those proposed by the literature, this study suggests that the lack of standardized implementation of these steps compromises, to some extent, the operational and financial performance of the organization. Therefore, enhancing the management of these processes through the standardization of methods and tools at each stage can impact its competitiveness in the market and enable agile and assertive responses to consumer demand fluctuations in the fashion market.