Estratégia de crescimento do micro empreendedor individual do setor da estética : um olhar a partir de Ansoff e Porter

Abstract

Strategies are the determining factors that companies can use to achieve competitive advantages over their competitors, and for that they must have some essential competencies, to identify which alternatives to use in the scenario they are in, and the moment such strategies should be used to make them competitive. In the current days there is a significant number of new companies in the market, which shows the rise of entrepreneurship. However, there are still many obstacles for organizations to stay on the market, with competition being a major complication. In fact, many entrepreneurs still face difficulties in designing strategies that make their businesses competitive. In this context, the research aimed to analyze the growth strategies of six individual microentrepreneurs in the aesthetics sector, based on the lessons and concepts of Ansoff and Porter. The methodology used in this work was qualitative and descriptive, through the study of multiple cases, through a data collection, performed through techniques with a script of semi-structured interviews, in order to allow a greater comprehensiveness of the subject. For the analysis of the results, the model proposed by Flores (1994) of the categorical analysis was used, which allowed the construction of tables related to the interview data. The results showed a real applicability of the authors' strategies in the activity of the microentrepreneurs interviewed. It is possible to affirm that despite the growing number of professionals and beauty space, the microentrepreneurs interviewed do not see difficulties in market penetration, because the product market follows and meets the needs of the demanding target public.