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Orientador(es)
Resumo(s)
Os marketeers tomam decisões contínuas sobre diferentes características e
atributos de um serviço ou produto, num ambiente em constante mudança.
No desenvolvimento do estudo de caso teve-se por objetivo compreender o
processo de tomada de decisão de um restaurante. A ferramenta utilizada para
a sua compreensão foi um modelo de resposta de mercado, com base em fatores
internos (inputs e outputs) e fatores externos (concorrência e envolvente).
Os inputs considerados no MRM do PPG foram matéria-prima, cartão de
fidelização, higiene dos serviços prestados, segurança alimentar, preço,
atendimento, ponto de venda e sua decoração, menu, serviços complementares
oferecidos, horário de funcionamento, oferta de menus semanais, balanco
estético dos pratos e operacionalização/gestão do serviço. Os outputs abordados
foram assegurar rentabilidade do restaurante, aumentar a faturação, construir
uma boa relação qualidade-preço e alcançar a satisfação e fidelização do cliente.
Os fatores externos que afetam as diferentes variáveis do restaurante são a
concorrência, direta e indireta, as características geográficas da sua localização e
as normas legislativas que este necessita cumprir.
Foi confirmada uma relação causal entre input e output, afirmando que com
variações geradas nos inputs de uma empresa é possível alterar os outputs da
mesma, de forma a, alcançar os objetivos pretendidos, não descorando os
fatores externos, que poderão afetar os objetivos da empresa.
In a constantly changing environment, marketers make steady decisions about different attributes and features of a service or product. During the development of the study case, the goal was to understand the decision-taking process of a restaurant. The tool used to understand this process was a market response models based on internal factors (inputs and outputs) and external factors (competition and surrounding area). The inputs considered in the restaurant's MRM were stock, loyalty card, hygiene of the provided services, food safety, price, service, point of sale and it's decoration, menu, offered complementary services, opening hours, weekly menus offer, aesthetic balance of the dishes and the service operationalizationimanagement. The outputs addressed were ensuring the restaurant's profitability, increasing the invoicing, creating a good correlation between quality and price and achieve customer retention and satisfaction. The external factors that affect the different variables of the restaurant are the competition, direct and indirect, the geographic features of its location and the legal standards it must to comply with. A causal relation between input and output was confirmed, affirming that with the variations generated on a business inputs, it is possible to change the outputs as well, in order to achieve the intended goals, without forgetting the external factors, that may affect the company's goals.
In a constantly changing environment, marketers make steady decisions about different attributes and features of a service or product. During the development of the study case, the goal was to understand the decision-taking process of a restaurant. The tool used to understand this process was a market response models based on internal factors (inputs and outputs) and external factors (competition and surrounding area). The inputs considered in the restaurant's MRM were stock, loyalty card, hygiene of the provided services, food safety, price, service, point of sale and it's decoration, menu, offered complementary services, opening hours, weekly menus offer, aesthetic balance of the dishes and the service operationalizationimanagement. The outputs addressed were ensuring the restaurant's profitability, increasing the invoicing, creating a good correlation between quality and price and achieve customer retention and satisfaction. The external factors that affect the different variables of the restaurant are the competition, direct and indirect, the geographic features of its location and the legal standards it must to comply with. A causal relation between input and output was confirmed, affirming that with the variations generated on a business inputs, it is possible to change the outputs as well, in order to achieve the intended goals, without forgetting the external factors, that may affect the company's goals.
Descrição
Palavras-chave
MRM Restaurant Input Output and decision Restaurante Decisão