Caso de ensinoZX Supermercados: e-commerce próprio ou marketplace terceirizado?

Resumo

During the Covid-19 pandemic in 2020, online sales channels expanded rapidly and potentially increased profit margins. This teaching case addresses the dilemma of ZX Supermercados (fictitious name) in starting an e-commerce project under its own management or maintaining a partnership with an outsourced marketplace, Supermercado Now. Both postures present characteristic risks and benefits, inducing the need for an evaluation in order to identify which one would be more advantageous for the company, through the analysis of the results already achieved with the marketplace and the potential benefits and risks of implementing an e -own commerce. Thus, this teaching case is a source of discussions to foster a debate of arguments for the defense of both sides of the dilemma, rethink the marketing mix strategies in the transposition of an analogical commerce to the digital environment and discuss the steps for the practical implementation of a e-commerce website.

Ficha do documento

Tipo

Dissertação

Ano

2022

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/32236

Temas

TecnologiaEducação

Palavras-chave

E-commerceOutsourcingSelf-managementCompetitive advantageTerceirizaçãoAutogestãoVantagem competitivaAdministração de empresasComércio eletrônicoMarketing