Análise das estrategégias de negocio na empresa Kangela Celular, SA

Abstract

Strategic management in a company is a continuous decision-making process that determine performance, taking into account, on the one hand, the opportunities and threats with which it faces its own environment and, on the other hand, its strengths and weaknesses. This work seeks to expose the main factors that may be behind the weak performance of Kangela Celular, as well as identifying some strategic actions that may contribute to the improvement of its functioning, having resorted to the research bibliography, interviews and questionnaires to the main managers of the company, and to the application of theoretical models, with an emphasis on SWOT analysis to identify strengths and weak, of the opportunities and threats of the company under analysis. Kangela Celular has directed most of its efforts towards the commercialization of recharges, a product that provides a lower profit margin compared to the sale of mobile phones. This practice is due to the ease in obtaining better working conditions. credit of that product with Vodacom Mozambique, its main supplier. Both the sales volume and the gross margin of this company show a great variation when compared to the throughout the period under review, as a result of strong price speculation on the part of some economic agents. Kangela Celular is in danger of failing to reach its vision defined in the strategy of 2009 to 2012, to become a leader in the distribution and commercialization of products and services mobile telephony in Mozambique, as a result of not updating its strategies regarding changes in environmental factors in the sector in which it operates, with emphasis on the entry of two large groups of companies, namely OLAM and Africom, as well as to the deficient formulation of some strategies that had as their consequence the premature closure of some stores in regions that proved to be little profitable. To remain competitive, Kangela Celular should seek to adopt new forms of action, especially in establishing partnerships with OLAM and Africom that sell the refills at more competitive prices, as well as differentiate marketing strategies in the big cities of those adopted in the rural areas and, above all, to be constantly attentive to the changes in the sector's environment in order to maximize opportunities and minimize threats.((TRADUÇÃO NOSSA) )