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Abstract(s)
Um dos negócios pilares da Fonte Negócios Online é o Mercadão, que consiste num marketplace online constituído por várias marcas já existentes no mercado, nomeadamente o Pingo Doce, considerado o principal parceiro do negócio, mas também a The Body Shop, Arcádia, Science4You, entre outras. A proposta de valor do Mercadão é uma entrega rápida dos produtos provenientes das lojas parceiras ao domicílio do cliente com um lead time mínimo de duas horas e intervalos de entrega de trinta minutos, aspeto este que diferencia este negócio da demais concorrência. Para além disso, o facto de ser um negócio composto por mais do que uma marca diferente, possibilita ao cliente comprar simultaneamente produtos de todas as lojas.
O Mercadão começou por se sediar e estabelecer na cidade de Lisboa, no entanto, hoje em dia, já atua em mais de dez zonas geográficas espalhadas pelo país. Uma das principais metas do negócio é o crescente alcance geográfico, o que inerentemente acarreta alguns desafios em termos operacionais. Assim, os principais objetivos deste trabalho foram, numa primeira fase, identificar os principais fatores que afetam a decisão de expansão geográfica e as etapas constituintes desse movimento com base na análise e descrição de toda a evolução geográfica do Mercadão. Paralelamente, foram enumerados os aspetos relativos ao modelo operacional de cada zona de atuação do negócio. Toda esta informação foi apreendida através da observação direta, participação na equipa de operação e entrevista final.
Posteriormente, de forma a ilustrar e colocar em prática esta análise, foi realizado um estudo ao grau de viabilidade e potencial de uma nova área, nomeadamente Setúbal, para abertura e estabelecimento do negócio.
One of the main Fonte Negócios Online’s businesses is Mercadão, which is an online platform and marketplace composed by many brands. Pingo Doce is one of them and is considered the main brand of Mercadão, but other brands such as The Body Shop, Arcádia, Science4You are part of it as well. Mercadão’s value proposition is to provide a same-day delivery service with products from all these partner stores to the client’s house. Mercadão provides a lead time of 2 hours minimum and 30 minutes delivery slots, which makes this business differentiate from other competitors. Besides, being a e-marketplace composed by more than one brand gives the client the possibility of buying products from the different stores simultaneously. Mercadão was initially established and available in Lisbon, but nowadays it is present in more than ten geographical areas across Portugal. Nevertheless, one of the major business goals is to extend further its geographical reach which inherently poses some operational challenges. Thereby, the main objectives of this thesis were to identify the key factors affecting the decision process on the geographical expansion and the respective expansion steps based on Mercadão evolution. In parallel, the aspects related to the operational model of each area were described. All this information was gathered through direct observation, participation in the Operations Team and a final interview. Subsequently, in order to exemplify and put this analysis into practice, a study was carried out to evaluate the potential and feasibility of expanding the business to a new area, in particular Setúbal.
One of the main Fonte Negócios Online’s businesses is Mercadão, which is an online platform and marketplace composed by many brands. Pingo Doce is one of them and is considered the main brand of Mercadão, but other brands such as The Body Shop, Arcádia, Science4You are part of it as well. Mercadão’s value proposition is to provide a same-day delivery service with products from all these partner stores to the client’s house. Mercadão provides a lead time of 2 hours minimum and 30 minutes delivery slots, which makes this business differentiate from other competitors. Besides, being a e-marketplace composed by more than one brand gives the client the possibility of buying products from the different stores simultaneously. Mercadão was initially established and available in Lisbon, but nowadays it is present in more than ten geographical areas across Portugal. Nevertheless, one of the major business goals is to extend further its geographical reach which inherently poses some operational challenges. Thereby, the main objectives of this thesis were to identify the key factors affecting the decision process on the geographical expansion and the respective expansion steps based on Mercadão evolution. In parallel, the aspects related to the operational model of each area were described. All this information was gathered through direct observation, participation in the Operations Team and a final interview. Subsequently, in order to exemplify and put this analysis into practice, a study was carried out to evaluate the potential and feasibility of expanding the business to a new area, in particular Setúbal.
Description
Keywords
E-commerce E-grocery Expansão geográfica Geographical expansion