Franchising e especialização de serviços como estratégia de crescimento e manutenção: uma análise através da Matriz SWOT e GUT na DDEx – Direct to Door Express

Abstract

The growing quest for market share and competitive advantage, is forcing managers to adapt their businesses so that they are prepared to meet the constant changes and consumer demands. Therefore, this study aims to establish a strategic policy of action for DDEx - Direct to Door Express, defining the position of specialization in services as a strategy for growth and maintenance. The theoretical framework presents discussions on strategic planning, the nature of franchising based on the SWOT matrix and GUT stratification. The ethodological procedures are of an exploratory, descriptive and evaluative nature. The method used is the historical interpretation and how to research the case study. As results emerge, the study presents the determination of a strategic focus for the company, comprised of a combination of attitudes to growth and maintenance and above all, by joining the franchise and expertise of its services. Regardi the closing remarks, the various benefits were enumerated when defining their strategic direction in relation to the binomial services versus market, vector growth, competitive advantage and synergy. This was in addition to the definition and realization of the analysis of internal and external environments, identifying opportunities, threats, strengths and weaknesses