Advisor(s)
Abstract(s)
A disciplina de Marketing tem conhecido, ao longo da História, mudanças
substantivas na sua génese. A emergência do conceito relacional, acompanhada por
profundas alterações na estrutura das diferentes sociedades e pelas constantes
inovações tecnológicas, deu origem ao paradigma consumidor-cêntrico.
Assente num tratamento individualizado dos consumidores, esta filosofia
implica mudanças consideráveis, no modo com as empresas abordam os mercados
onde actuam. A forma como passam a gerir a lealdade, a disponibilizar uma oferta
personalizada ou a calcular a rentabilidade dos seus clientes, é ilustrativa das alterações
induzidas. Neste sentido, definem-se segmentos baseados em comportamentos de
compra, criam-se clusters de loja, alinha-se a estratégia de categorias, optimiza-se a
gama disponibilizada, assim como se tornam as acções promocionais mais eficientes.
Por conseguinte, ganham força as noções de marketing como gestão da oferta, de
marketing de co-criação e de marketing de custos fixos.
Qualquer mudança, na forma como uma empresa se relaciona com os seus
clientes, necessita de ter um reflexo interno. Desta feita, ao adoptarem a filosofia
consumidor-cêntrica, as organizações embarcam numa transformação estrutural. Esta
reformulação pode preconizar a diluição das fronteiras tradicionais entre
departamentos, a flexibilização de dinâmicas ou a reengenharia dos processos. Para
que seja levada a cabo necessita de forças motrizes, que a potenciem e que podem
passar pelo uso de ferramentas relacionadas com as tecnologias da informação ou pelo
marketing interno.
Este trabalho incide sobre a forma como a Sonae MC enveredou por este
caminho. Iniciado num momento em que as bases já estavam lançadas, procurou-se,
através da integração na equipa que lida com a temática do cliente no centro do
retalho, melhorar alguns processos existentes. Na prossecução deste objectivo, tendo
por base o conhecimento científico, demonstrou-se como é que a remodelação de
aplicações electrónicas, a difusão do conhecimento e o marketing interno poderiam
alavancar essa optimização.
The discipline of Marketing has suffered, throughout its evolution, substantive changes in its genesis. The emergence of the relational concept, together with the deep changes in the structure of the different societies and with the constant technological innovations, led to consumer-centric paradigm. Based on an individualized treatment of consumers, this paradigm implies considerable changes in the way companies approach the markets where they operate. How to manage the loyalty, to provide a personalized offer or to calculate the profitability of its customers, are illustrative actions of the changes induced. In this sense, segments based on purchase behaviors are defined, clusters of shops are created, strategies of categories are aligned, ranges are optimized, as well as promotional activities are rendered more efficient. Therefore, the concepts of marketing and supply management, marketing of co-creation and marketing of fixed costs become more relevant. Any change, in the way a company is related with its customers, needs to have an internal reflex. Therefore, to adopt the consumer-centric philosophy, the organizations must do a structural transformation. This reformulation can comprise the dilution of the traditional boundaries between departments, the flexibility of internal dynamics or the reengineering of processes. The reformulation to be carried out needs driving forces to potentiate it and these forces may be the use of tools in the technology information domain or the use of the internal marketing. This work focuses the way Sonae MC has embarked on this strategy. This investigation started at a time in which the basis of the strategy had already been launched. Through my integration in the team that deals with customer-centric retailing, some existing processes were optimized. Based on the scientific knowledge, it was demonstrated how the redesign of electronic applications, the dissemination of knowledge and the internal marketing could leverage this optimization.
The discipline of Marketing has suffered, throughout its evolution, substantive changes in its genesis. The emergence of the relational concept, together with the deep changes in the structure of the different societies and with the constant technological innovations, led to consumer-centric paradigm. Based on an individualized treatment of consumers, this paradigm implies considerable changes in the way companies approach the markets where they operate. How to manage the loyalty, to provide a personalized offer or to calculate the profitability of its customers, are illustrative actions of the changes induced. In this sense, segments based on purchase behaviors are defined, clusters of shops are created, strategies of categories are aligned, ranges are optimized, as well as promotional activities are rendered more efficient. Therefore, the concepts of marketing and supply management, marketing of co-creation and marketing of fixed costs become more relevant. Any change, in the way a company is related with its customers, needs to have an internal reflex. Therefore, to adopt the consumer-centric philosophy, the organizations must do a structural transformation. This reformulation can comprise the dilution of the traditional boundaries between departments, the flexibility of internal dynamics or the reengineering of processes. The reformulation to be carried out needs driving forces to potentiate it and these forces may be the use of tools in the technology information domain or the use of the internal marketing. This work focuses the way Sonae MC has embarked on this strategy. This investigation started at a time in which the basis of the strategy had already been launched. Through my integration in the team that deals with customer-centric retailing, some existing processes were optimized. Based on the scientific knowledge, it was demonstrated how the redesign of electronic applications, the dissemination of knowledge and the internal marketing could leverage this optimization.
Description
Keywords
Retalho consumidor-cêntrico Transformação organizacional Marketing relacional Marketing como gestão da oferta Lealdade Customer-centric retailing Organizational transformation Relational marketing Marketing as supply management Loyalty