The challenge of Seara Turma da Mônica line and the sales growth

Abstract

This teaching case highlights the challenge faced by the Frozen Products Manager of the Seara Turma da Mônica (Monica’s gang) line who within a competitive market with exciting growth projections and the presence of major players is seeking to increase sales volume in the Greater São Paulo area and aims to reach the popularly well-known supermarkets, hypermarkets and self-service channels with more than 20 check-outs. The aim of the case is to encourage students to reflect on real business issues, encouraging them to resolve adversities, in order to stimulate the production of strategic planning, and to present the possible real repercussions of the decisions made by these students, emphasizing the importance of reasoning and procedural analysis for their choices. The data and information used to build the case was obtained from different journalistic, business and academic sources, as well as professional information from the protagonist's Curriculum vitae. The storytelling of the brand, in turn, was built from data provided by magazines, newspapers or news portals, while other evidence was located and obtained from surveys by data and statistics institutes. Finally, as a target audience, the teaching case can be applied to undergraduate and graduate courses related to the areas of Business Administration, Advertising, Marketing, Publicity and Communication, as well as technical or apprenticeship courses that focus on Business Administration and/or undertake possible solutions to issues arising from the business market.