Aplicação de ferramentas de marketing na gestão de empreendimentos econômico-solidários: caso da cooperativa “o cercado”

The new realities experienced in social and economic policy have caused changes in all sectors. It has now become a challenge to maintain a pattern of economic development and improve the quality of life of the people involved, because cooperativism is a model of entrepreneurship and contributes to...

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Autor principal: Silva, Ranaildo Gomes da
Outros Autores: Cardoso, Bruno Luan Dantas
Formato: bachelorThesis
Idioma:pt_BR
Publicado em: Universidade Federal do Rio Grande do Norte
Assuntos:
Economia-solidária
Economy-solidarity
Marketing
Restaurant
Restaurante
Endereço do item:https://repositorio.ufrn.br/handle/123456789/35659
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id ri-123456789-35659
record_format dspace
institution Repositório Institucional
collection RI - UFRN
language pt_BR
topic Economia-solidária
Economy-solidarity
Marketing
Restaurant
Restaurante
spellingShingle Economia-solidária
Economy-solidarity
Marketing
Restaurant
Restaurante
Silva, Ranaildo Gomes da
Aplicação de ferramentas de marketing na gestão de empreendimentos econômico-solidários: caso da cooperativa “o cercado”
description The new realities experienced in social and economic policy have caused changes in all sectors. It has now become a challenge to maintain a pattern of economic development and improve the quality of life of the people involved, because cooperativism is a model of entrepreneurship and contributes to the emergence of new forms of relationship in the Solidarity Economy. Therefore, the present work was developed in the restaurant "O Cercado", which is formed by a group of cooperatives and aims to implement improvements in service in the enterprise, aiming to bring benefits in the service sector that is developed in the establishment. The methodology used in the collection of information consisted of two visits to the establishment. At the first visit, we sought to visualize the points that presented the greatest need for intervention, in the second moment the SWOT analysis was done with the help of all members of the cooperative, and then two members of the INICIES and OASIS incubators were interviewed. project and then were interviewed two members that are part of the cooperative that form the restaurant "The Cercado" and finally was applied the Net Promoter Score (NPS) to understand the customer's perception regarding the relationship and satisfaction with the establishment. The SWOT analysis, built with the help of all the members of the cooperative, made it possible for each one to present its positive points, negative points, threats and opportunities that the establishment possesses through its perception. The interviews with the students and co-workers were relevant, since each one was able to explain the needs of interventions that were possible to improve in the promotion issue, through the NPS application that sought to extract from the clients of the restaurant "O Cercado" information regarding quality of product offered by the establishment, infrastructure and service.
author2 Cardoso, Bruno Luan Dantas
author_facet Cardoso, Bruno Luan Dantas
Silva, Ranaildo Gomes da
format bachelorThesis
author Silva, Ranaildo Gomes da
author_sort Silva, Ranaildo Gomes da
title Aplicação de ferramentas de marketing na gestão de empreendimentos econômico-solidários: caso da cooperativa “o cercado”
title_short Aplicação de ferramentas de marketing na gestão de empreendimentos econômico-solidários: caso da cooperativa “o cercado”
title_full Aplicação de ferramentas de marketing na gestão de empreendimentos econômico-solidários: caso da cooperativa “o cercado”
title_fullStr Aplicação de ferramentas de marketing na gestão de empreendimentos econômico-solidários: caso da cooperativa “o cercado”
title_full_unstemmed Aplicação de ferramentas de marketing na gestão de empreendimentos econômico-solidários: caso da cooperativa “o cercado”
title_sort aplicação de ferramentas de marketing na gestão de empreendimentos econômico-solidários: caso da cooperativa “o cercado”
publisher Universidade Federal do Rio Grande do Norte
publishDate 2018
url https://repositorio.ufrn.br/handle/123456789/35659
work_keys_str_mv AT silvaranaildogomesda aplicacaodeferramentasdemarketingnagestaodeempreendimentoseconomicosolidarioscasodacooperativaocercado
_version_ 1773961537518567424
spelling ri-123456789-356592021-09-20T15:32:00Z Aplicação de ferramentas de marketing na gestão de empreendimentos econômico-solidários: caso da cooperativa “o cercado” Silva, Ranaildo Gomes da Cardoso, Bruno Luan Dantas Sousa, Washington José de Paiva, Juarez Azevedo de Economia-solidária Economy-solidarity Marketing Restaurant Restaurante The new realities experienced in social and economic policy have caused changes in all sectors. It has now become a challenge to maintain a pattern of economic development and improve the quality of life of the people involved, because cooperativism is a model of entrepreneurship and contributes to the emergence of new forms of relationship in the Solidarity Economy. Therefore, the present work was developed in the restaurant "O Cercado", which is formed by a group of cooperatives and aims to implement improvements in service in the enterprise, aiming to bring benefits in the service sector that is developed in the establishment. The methodology used in the collection of information consisted of two visits to the establishment. At the first visit, we sought to visualize the points that presented the greatest need for intervention, in the second moment the SWOT analysis was done with the help of all members of the cooperative, and then two members of the INICIES and OASIS incubators were interviewed. project and then were interviewed two members that are part of the cooperative that form the restaurant "The Cercado" and finally was applied the Net Promoter Score (NPS) to understand the customer's perception regarding the relationship and satisfaction with the establishment. The SWOT analysis, built with the help of all the members of the cooperative, made it possible for each one to present its positive points, negative points, threats and opportunities that the establishment possesses through its perception. The interviews with the students and co-workers were relevant, since each one was able to explain the needs of interventions that were possible to improve in the promotion issue, through the NPS application that sought to extract from the clients of the restaurant "O Cercado" information regarding quality of product offered by the establishment, infrastructure and service. As novas realidades vivenciadas na política social e econômica, tem ocasionado mudanças em todos os setores. Atualmente tem se tornado um desafio manter um padrão de desenvolvimento econômico e melhorar a qualidade de vida das pessoas envolvidas, pois o cooperativismo é um modelo de empreendimento e contribui para o aparecimento de novas formas de relação na Economia Solidária. Portanto, o presente trabalho foi desenvolvido no restaurante “O Cercado”, que é formado por um grupo de cooperados e tem como objetivo implementar melhorias no atendimento no empreendimento, objetivando trazer benefícios no setor de atendimento que é desenvolvido no estabelecimento. A metodologia utilizada na coleta de informações consistiu em duas visitas ao estabelecimento. Na primeira visita buscou-se visualizar os pontos que apresentou maior necessidade de intervenção, no segundo momento foi feito a análise SWOT com a ajuda de todos os membros da cooperativa, e em seguida foram entrevistados dois membros das incubadoras INICIES e OASIS que desenvolvem atividades no empreendimento e em seguida foram entrevistados dois membros que fazem parte da cooperativa que formam o restaurante “O Cercado” e por último foi aplicado o Net Promoter Score (NPS) para entender a percepção do cliente em relação ao relacionamento e satisfação com o estabelecimento. A análise SWOT construída com a ajuda de todos os cooperados possibilitou a cada um expor seus pontos positivos, pontos negativos, ameaças e oportunidades que o estabelecimento possui através de sua percepção. As entrevistas com os alunos e cooperados foi relevante, pois cada um pôde expor as necessidades de intervenções que eram possíveis de melhorar no quesito promoção, através da aplicação do NPS que buscou extrair dos clientes do restaurante “O Cercado” informações a respeito da qualidade do produto oferecido pelo estabelecimento, infraestrutura e atendimento. 2018-12-29T22:25:35Z 2021-09-20T15:32:00Z 2018-12-29T22:25:35Z 2021-09-20T15:32:00Z 2018-12-13 bachelorThesis 2013087139 SILVA, Ranaildo Gomes da. Aplicação de ferramentas de marketing na gestão de empreendimentos econômico-solidários: caso da cooperativa “o cercado”. 2018. 38f. Monografia (Graduação em Administração), Universidade Federal do Rio Grande do Norte, Centro de Ciências Sociais Aplicadas, Departamento de Ciências Administrativas, Natal/RN, 2018. https://repositorio.ufrn.br/handle/123456789/35659 pt_BR Attribution-NonCommercial-NoDerivs 3.0 Brazil http://creativecommons.org/licenses/by-nc-nd/3.0/br/ application/octet-stream Universidade Federal do Rio Grande do Norte Brasil UFRN Administração

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