Análise da estratégia de distribuição utilizada pelas cervejarias artesanais no estado de São Paulo
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Data
2020-03-31
Autores
Volpi Júnior, Dercílio
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O mundo dos negócios se torna cada vez mais competitivo, a partir das transformações na economia, no mercado e pela diversidade de produtos e serviços oferecidos, na qual, se têm alterado os padrões de consumo e de escolhas dos consumidores. Nessa situação, com ampla capilaridade e presença em quase todas as cidades brasileiras está o segmento cervejeiro, especificadamente o das cervejarias artesanais, na qual vem se organizando para atender as novas demandas, formas de distribuição, tendências, mudanças de comportamento e exigências do consumidor. O segmento do mercado cervejeiro artesanal tem identificado tais mudanças ao observar o surgimento e crescimento de novos agentes na cadeia, tendo como desafio a prática da escolha dos canais de distribuição que melhor se adequem as necessidades do empreendimento. Nesse contexto, esta pesquisa teve como objetivo principal analisar como são definidas a integração funcional das áreas das áreas de marketing, logística e produção e os canais de distribuição das cervejarias artesanais do estado de São Paulo. Para responder aos objetivos da pesquisa, inicialmente, foi elaborada uma Revisão Bibliográfica Sistemática (RBS), de forma a esquadrinhar o estado da arte da integração interfuncional das áreas de marketing, logística e produção com o canal de distribuição, de modo a identificar e extrair pontos de contatos por meio das díades e tríade. Na etapa seguinte, foi realizada a pesquisa survey, descritiva com amostragem não probabilística, com o intuito de confrontar a teoria extraída de RBS e de outros estudos com a realidade declarada pelas cervejarias artesanais. Os resultados são apresentados em dois capítulos, um elaborado por meio da RBS, na qual identificou-se que a relação diádica e triádicas entre as áreas de marketing, logística e produção, contribuem para a escolha dos canais de distribuição, bem como sua estrutura e seus níveis, estratégias de coordenação ou não dos canais, de forma a gerenciar o preço de venda, os custos, o tempo, a lucratividade e o compartilhamento de informações. Identificou-se também, que em relação os elementos da integração interfuncional, os elementos de formalidade/informalidade e do nível de integração, não foram bem explorados pelos autores em suas discussões; e que os níveis 2 e 3 dos canais de distribuição são os mais comuns entre os artigos analisados, destacando a aproximação entre o fabricante e o consumidor. O outro capítulo foi elaborado por meio da aplicação da survey, que identificou que as cervejarias artesanais executam o planejamento de seus canais de distribuição utilizando-se das informações e conhecimentos da integração interfuncional das áreas de marketing, logística e produção, com o intuito de obter maior lucratividade e tornar-se diferenciada e competitiva em relação aos concorrentes. Considera-se que este estudo alcançou seus objetivos, pois associou e construiu os aspectos bibliográficos e metodológicos, referente a relação entre as estratégias logísticas ligadas as áreas funcionais de marketing, logística e produção, bem como definiu como é realizado a escolha dos canais de distribuição das cervejarias artesanais, especialmente no estado de São Paulo, e deixa como sugestões para pesquisas futuras, a ampliação da população a ser estuda, e/ou, buscar comparações da a integração funcional e de escolha dos canais de distribuição entre cervejarias artesanais de diferentes estados brasileiros.
The business world is becoming increasingly competitive, due to changes in the economy, the market and the diversity of products and services offered, in which consumer consumption patterns and choices have changed. In this situation, with wide capillarity and presence in almost all Brazilian cities is the beer segment, specifically that of craft breweries, in which it has been organizing itself to meet the new demands, forms of distribution, trends, changes in behavior and consumer demands. The segment of the craft beer market has identified such changes when observing the emergence and growth of new agents in the chain, having as a challenge the practice of choosing distribution channels that best suit the needs of the enterprise. In this context, this research aimed to analyze how the functional integration of the areas of marketing, logistics and production areas and the distribution channels of artisanal breweries in the state of São Paulo are defined. To respond to the research objectives, initially, a Systematic Bibliographic Review (RBS) was elaborated, in order to search the state of the art of the cross-functional integration of the areas of marketing, logistics and production with the distribution channel, in order to identify and extract contact points through the dyads and triad. In the next stage, a survey was conducted, descriptive with non-probabilistic sampling, in order to confront the theory extracted from RBS and other studies with the reality declared by craft breweries. The results are presented in two chapters, one elaborated through RBS, in which it was identified that the dyadic and triadic relationship between the areas of marketing, logistics and production, contribute to the choice of distribution channels, as well as their structure and its levels, strategies of coordination or not of the channels, in order to manage the sales price, costs, time, profitability and information sharing. It was also identified that, in relation to the elements of cross-functional integration, the elements of formality / informality and the level of integration, were not well explored by the authors in their discussions; and that levels 2 and 3 of the distribution channels are the most common among the analyzed articles, highlighting the approximation between the manufacturer and the consumer. The other chapter was elaborated through the application of the survey, which identified that the craft breweries execute the planning of their distribution channels using the information and knowledge of the cross-functional integration of the areas of marketing, logistics and production, in order to obtain greater profitability and become differentiated and competitive in relation to competitors. This study is considered to have achieved its objectives, as it associated and constructed the bibliographic and methodological aspects, regarding the relationship between logistical strategies linked to the functional areas of marketing, logistics and production, as well as defining how the choice of distribution channels is carried out. of craft breweries, especially in the state of São Paulo, and leaves as suggestions for future research, the expansion of the population to be studied, and / or, seek comparisons of functional integration and choice of distribution channels between craft breweries from different Brazilian states.
The business world is becoming increasingly competitive, due to changes in the economy, the market and the diversity of products and services offered, in which consumer consumption patterns and choices have changed. In this situation, with wide capillarity and presence in almost all Brazilian cities is the beer segment, specifically that of craft breweries, in which it has been organizing itself to meet the new demands, forms of distribution, trends, changes in behavior and consumer demands. The segment of the craft beer market has identified such changes when observing the emergence and growth of new agents in the chain, having as a challenge the practice of choosing distribution channels that best suit the needs of the enterprise. In this context, this research aimed to analyze how the functional integration of the areas of marketing, logistics and production areas and the distribution channels of artisanal breweries in the state of São Paulo are defined. To respond to the research objectives, initially, a Systematic Bibliographic Review (RBS) was elaborated, in order to search the state of the art of the cross-functional integration of the areas of marketing, logistics and production with the distribution channel, in order to identify and extract contact points through the dyads and triad. In the next stage, a survey was conducted, descriptive with non-probabilistic sampling, in order to confront the theory extracted from RBS and other studies with the reality declared by craft breweries. The results are presented in two chapters, one elaborated through RBS, in which it was identified that the dyadic and triadic relationship between the areas of marketing, logistics and production, contribute to the choice of distribution channels, as well as their structure and its levels, strategies of coordination or not of the channels, in order to manage the sales price, costs, time, profitability and information sharing. It was also identified that, in relation to the elements of cross-functional integration, the elements of formality / informality and the level of integration, were not well explored by the authors in their discussions; and that levels 2 and 3 of the distribution channels are the most common among the analyzed articles, highlighting the approximation between the manufacturer and the consumer. The other chapter was elaborated through the application of the survey, which identified that the craft breweries execute the planning of their distribution channels using the information and knowledge of the cross-functional integration of the areas of marketing, logistics and production, in order to obtain greater profitability and become differentiated and competitive in relation to competitors. This study is considered to have achieved its objectives, as it associated and constructed the bibliographic and methodological aspects, regarding the relationship between logistical strategies linked to the functional areas of marketing, logistics and production, as well as defining how the choice of distribution channels is carried out. of craft breweries, especially in the state of São Paulo, and leaves as suggestions for future research, the expansion of the population to be studied, and / or, seek comparisons of functional integration and choice of distribution channels between craft breweries from different Brazilian states.
Descrição
Palavras-chave
Canais de distribuição, Marketing, Logística, Produção, Cervejaria artesanal