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Plano de negócio da Prozis: Avaliação do desempenho de uma empresa de nutrição desportiva
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O presente trabalho é um plano de negócios de uma marca portuguesa já existente – a Prozis. Esta marca é dedicada à venda de produtos de suplementação alimentar e de bem-estar, que comercializa essencialmente através de uma plataforma online. Foram feitas três abordagens diferentes ao longo do trabalho: Estudo de mercado e marketing, análise financeira do negócio e análise estatística dos resultados obtidos através de questionários. No estudo de mercado e marketing fomos perceber a dimensão do mercado envolvente e as suas caraterísticas, realizando ainda uma análise SWOT e analisando as 5 forças de Porter. Para a realização da análise financeira foram analisados os balanços e as demonstrações de resultados ao longo de cinco anos. Através destes, pudemos prever as projeções financeiras, estudar o mercado nacional e o mercado internacional através das importações e exportações. Realizámos ainda o estudo dos vários rácios da empresa de modo a entender qual o seu desempenho financeiro. Por último, decidimos fazer um estudo estatístico para obter valores numéricos reais. Quisemos saber qual é a faixa etária a maior consumidora da marca, assim como quais são os produtos mais consumidos, entre outros. O objetivo é poder traçar a correlação de várias variáveis de modo a compreender melhor quem são os maiores consumidores da Prozis.
The following is a business plan of an already existing Portuguese brand – Prozis. This brand dedicates itself to the sale of food supplements and well-being products, which are mainly sold online. Three different approaches have been made throughout the plan: Market survey and marketing, business financial analysis and statistic analysis of the results obtained with questionnaires. In the market survey and marketing we understood the dimension of the surrounding market and its characteristics, performing yet another SWOT analysis and analysing the 5 Porter forces. In the financial analysis we studied the balance sheets and the results throughout the last five years. With these we were able to predict the financial projections, study the national market and the international one through the import/export. We have also studied the various ratios of the company in order to understand its financial performance. Lastly, we decided to carry out a statistic study to obtain real numerical figures. We wanted to know which age group is the biggest consumer of the brand as well as which products are the most bought, amongst others. The objective is to trace the correlation of different variables so as to understand who the biggest Prozis consumers are.
The following is a business plan of an already existing Portuguese brand – Prozis. This brand dedicates itself to the sale of food supplements and well-being products, which are mainly sold online. Three different approaches have been made throughout the plan: Market survey and marketing, business financial analysis and statistic analysis of the results obtained with questionnaires. In the market survey and marketing we understood the dimension of the surrounding market and its characteristics, performing yet another SWOT analysis and analysing the 5 Porter forces. In the financial analysis we studied the balance sheets and the results throughout the last five years. With these we were able to predict the financial projections, study the national market and the international one through the import/export. We have also studied the various ratios of the company in order to understand its financial performance. Lastly, we decided to carry out a statistic study to obtain real numerical figures. We wanted to know which age group is the biggest consumer of the brand as well as which products are the most bought, amongst others. The objective is to trace the correlation of different variables so as to understand who the biggest Prozis consumers are.
Descrição
Trabalho de projeto de mestrado, Matemática Aplicada à Economia e Gestão, Universidade de Lisboa, Faculdade de Ciências, 2021
Palavras-chave
Plano de negócios suplementação marketing plano financeiro estatística Trabalhos de projeto de mestrado - 2021