THE CHARM’S OF RETAIL MARKETING STRATEGY!

Authors

  • SARA ARIEL CARDOSO REICHERT Universidade do Vale do Itajaí - UNIVALI
  • MATEUS GAIO Universidade do Vale do Itajaí - UNIVALI
  • CARLOS MARCELO ARDIGÓ UNIVALI - Universidade do Vale do Itajaí https://orcid.org/0000-0002-3374-2401

DOI:

https://doi.org/10.13058/raep.2024.v25n2.2437

Abstract

The retail sector is complex, full of challenges and opportunities. This case study explores the history of the retail store "Encantu's", owned by Maristela, with the participation of her daughter Sara, a Foreign Trade student, and Mateus, a business graduate and marketing specialist. Encantu's tries to stand out for its products and differentiated service but faces challenges that cause the business to stagnate. Sara and Mateus embark on a journey in search of a diagnosis of the store, as well as strategies to contribute to its performance, but they face some challenges such as the budget, and the approval of the owner, who is afraid of the changes. The aim of the case is to guide the reader to analyze the situation and think strategically in the search for solutions that meet the company's needs, considering the specificities of its market. In this case, students are instructed to use retail marketing tools to corroborate Encantu's continued success, including decisions based on the 6 P's model approach, SWOT matrix, competitive advantages, brand positioning, among others.

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Author Biographies

SARA ARIEL CARDOSO REICHERT, Universidade do Vale do Itajaí - UNIVALI

Graduando em Comércio Exterior pela Universidade do Vale do Itajaí - UNIVALI.

MATEUS GAIO, Universidade do Vale do Itajaí - UNIVALI

Graduando do Curso de Administração pela Universidade do Vale do Itajaí - UNIVALI.

CARLOS MARCELO ARDIGÓ, UNIVALI - Universidade do Vale do Itajaí

Doutor em Engenharia de Produção na Área de Concentração de Inteligência Organizacional pela Universidade Federal de Santa Catarina (UFSC) em 2013; Mestre em Administração pela UFSC (2002), Especialista em Marketing pela Universidade do Vale do Itajaí (UNIVALI) em 1996 e Graduado em Administração também pela UNIVALI (1993). Atualmente é professor do Programa de Pós-graduação em Administração (PPGA), do Programa de Mestrado Profissional em Administração (PMPGIL) e do Programa de Mestrado e Doutorado em Turismo e Hotelaria (PPGTH), ambos da UNIVALI. É Professor dos cursos de Graduação em Administração e Comércio Exterior da UNIVALI.

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Published

2024-12-16

How to Cite

REICHERT, S. A. C. ., GAIO, M. ., & ARDIGÓ, C. M. (2024). THE CHARM’S OF RETAIL MARKETING STRATEGY!. Administração: Ensino E Pesquisa, 25(2). https://doi.org/10.13058/raep.2024.v25n2.2437

Issue

Vol. 25 No. 2 (2024): RAEP - 2ª Edição

Section

Teaching Cases

License

Copyright (c) 2024 SARA ARIEL CARDOSO REICHERT, MATEUS GAIO, CARLOS MARCELO ARDIGÓ

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