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O presente estudo visa ao desenvolvimento de um novo serviço – lanches saudáveis em escolas – por parte de um retalhista alimentar online. Considerando as tendências de consumo da alimentação infantil, a resposta à oportunidade identificada diz respeito à oferta de lanches saudáveis, escolhidos pelos pais, mas também ao gosto dos filhos, e entregues pelo retalhista na escola. Trata-se de um novo modelo de negócio de distribuição de lanches escolares. Para o desenvolvimento da proposta, a metodologia action research foi empregada mediante a vivência em um dos maiores players de retalho alimentar em Portugal. Por meio de simulações, desenvolveu-se uma proposta de plataforma online, considerando o modelo B2B2C, com o cardápio estabelecido e uma proposta de go to market, com lançamento e abordagem comercial. O lançamento previsto foi, todavia, adiado, em vista do impacto da pandemia no ambiente escolar.
This study aims to develop a new service - healthy snacks in schools - by an online food retailer. Considering the consumption trends in children's food, the answer to the identified opportunity concerns the offer of healthy snacks, chosen by parents, but also to the children's taste and delivered by the retailer, at school. It deals with a new business model for the distribution of school snacks.To develop the proposal, the action research methodology was employed based on the experience in one of the biggest food retail players in Portugal. Through simulations, an online platform proposal was developed, considering the B2B2C model, with the established menu and a go to market proposal, with launch and commercial approach. The planned launch was, however, postponed, given the impact of the pandemic on the school environment.
This study aims to develop a new service - healthy snacks in schools - by an online food retailer. Considering the consumption trends in children's food, the answer to the identified opportunity concerns the offer of healthy snacks, chosen by parents, but also to the children's taste and delivered by the retailer, at school. It deals with a new business model for the distribution of school snacks.To develop the proposal, the action research methodology was employed based on the experience in one of the biggest food retail players in Portugal. Through simulations, an online platform proposal was developed, considering the B2B2C model, with the established menu and a go to market proposal, with launch and commercial approach. The planned launch was, however, postponed, given the impact of the pandemic on the school environment.
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Alimentação saudável E-commerce Transformação digital Modelos de negócio Healthy eating Digital transformation Business models