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Resumo(s)
Nos últimos anos tem-se assistido a um crescimento exponencial da
indústria dos suplementos nutricionais, com especial destaque para a
suplementação desportiva. Com um valor de mercado avaliado em 2,6 mil
milhões de € em 2013, este crescimento tem em parte sido sustentado pela
migração desta categoria para uma vertente mais mainstream em termos de
consumo. Consumidores com estilos e hábitos de vida saudáveis e ativos têm
visto com bons olhos a suplementação para manterem os seus requisitos
nutricionais satisfeitos. Esta crescente procura por este tipo de produtos não foi
ignorada pelas empresas, especialmente no meio digital, em que a entrega de
informação muito requisitada por parte deste público-alvo pode materializar-se
sobre vários formatos, facilitando a sua tomada de decisão e consequente
redução de barreiras de compra.
Procurando explorar o potencial económico e boas práticas desta
indústria, propôs-se desenvolver um modelo de negócio assente num canal de
vendas digital. Foi inicialmente realizado um estudo exploratório sobre a
indústria e as suas fronteiras, bem como o levantamento dos mercados de maior
potencial e os concorrentes que nele atuam. Posteriormente foram levantados os
fatores críticos de sucesso e cruzados com o site atual da empresa para que se
pudessem perceber quais os principais pontos a assegurar para a elaboração de
um projeto internacional competitivo. Foi então estruturada uma abordagem
internacional assente nos moldes de uma parceria de modo a conseguir abordar
numa primeira fase o mercado ibérico com uma proposta de valor bem
estruturada.
In recent years there has been an exponential growth in the nutritional supplements industry, with special emphasis on sports supplementation. With a market value estimated at € 2.6 billion in 2013, this growth has been supported in part by the migration of this category towards a mainstream market in terms of consumption. Consumers with active and healthy lifestyle habits have relied on supplementation to keep their nutritional requirements satisfied. The growing demand for this kind of products has not been ignored by companies, especially in the digital environment, in which the delivery of information often requested by this target audience might materialize on various formats, facilitating their decision making and consequent reduction of purchase barriers. Seeking to exploit the economic potential and best practices in the industry, it was proposed to develop a business model based on a digital sales channel. It was initially conducted an exploratory study on the industry and its borders, and the evaluation of the largest potential markets and competitors operating on them. Later the critical success factors were evaluated and crossed with the current website of the company so that they could understand what key points were vital to ensure the development of a competitive international project. It was then structured and established an international approach leveraging the strenghts of a partnership in order to initially address the Iberian market with a strong and well-structured value proposition.
In recent years there has been an exponential growth in the nutritional supplements industry, with special emphasis on sports supplementation. With a market value estimated at € 2.6 billion in 2013, this growth has been supported in part by the migration of this category towards a mainstream market in terms of consumption. Consumers with active and healthy lifestyle habits have relied on supplementation to keep their nutritional requirements satisfied. The growing demand for this kind of products has not been ignored by companies, especially in the digital environment, in which the delivery of information often requested by this target audience might materialize on various formats, facilitating their decision making and consequent reduction of purchase barriers. Seeking to exploit the economic potential and best practices in the industry, it was proposed to develop a business model based on a digital sales channel. It was initially conducted an exploratory study on the industry and its borders, and the evaluation of the largest potential markets and competitors operating on them. Later the critical success factors were evaluated and crossed with the current website of the company so that they could understand what key points were vital to ensure the development of a competitive international project. It was then structured and established an international approach leveraging the strenghts of a partnership in order to initially address the Iberian market with a strong and well-structured value proposition.
Descrição
Palavras-chave
Internacionalização E-commerce Modelo de negócio Suplementos desportivos Internationalization Business model Sports supplements