Trabalho de conclusão de curso: estratégia de segmentação de mercado de varejo para lojas na Pampulha

Abstract

The theme of this paper is the retail marketing strategy for the Pampulha complex, in the city of Belo Horizonte, Brazil, thats currently being prepared, through infrastructure modernization projects, to became one of the host cities for the FIFA Confederations Cup 2013 and FIFA World Cup 2014. Among those interventions, it is included a large complex of stores outside of Mineirão Stadium, in Pampulha, one of the 12 venues in Brazil. The commercial potential of those business were the great motivator, but its not restricted to that, and so this paper can be used as a reference to all retailers in Pampulha area. The paper discuss about the basic strategy in investments analysis for retail. Thereafter is a presentation of the stadium, subsequently, theres a description of the city of Belo Horizonte and the Pampulha region. It follows by defining the marketing and potential costumers, deep interviews with potential entrepreneurs, deep interview with potential costumers, data gathering from former research, and competition analysis. Those concludes that a new shopping mall is needed for Pampulha, which could be placed in Mineirão. It continues by exposing secondary information gathered from official documents and research. Market research shows that the best idea is to raise a complex of bars and restaurants in the shopping mall. Thus, this paper follows the idea and proposes decision methods to support decision making to choose which specialties of bars and restaurants should be put together to achieve the best combination. This paper intends to serve as a complement to the actual research that was used as its reference research material, despite the fact that it has a very significantly different approach, as it focuses on the micro aspects of the huge projects currently taken place in Brazil, due to the conception of mega-events programmed for this decade