TRABALHO DE CONCLUSÃO DE CURSO PROFESSOR ORIENTADOR: MARCELO GUEDES ALUNOS: DANIELA PADUA, MARIANA BIASIOLI, PAULO HENRIQUE OLIVEIRA. Índice Analítico Agradecimentos ___________________________________________________________________________ 9 Resumo executivo ________________________________________________________________________ 11 Breve descrição da escola __________________________________________________________________ 11 Identificação do problema e a proposta estratégica _______________________________________________ 11 Introdução 14 I. ANÁLISE EXTERNA ______________________________________________ 18 I.1.1. Mercado ______________________________________________________________________ 19 I.1.1.1. Histórico ______________________________________________________________________ 19 I.1.1.1.1. As raízes do termo ______________________________________________________________ 19 I.1.1.1.2. Conceito e origem _______________________________________________________________ 19 I.1.1.1.3. Período de duração _______________________________________________________________ 20 I.1.1.1.4. Carnaval no Brasil _______________________________________________________________ 20 I.1.1.1.5. Bailes de carnaval ________________________________________________________________ 21 I.1.1.1.6. Escolas de samba ________________________________________________________________ 21 I.1.2. Tamanho do mercado ____________________________________________________________ 23 I.1.3. Sazonalidade ___________________________________________________________________ 25 I.2. CONCORRÊNCIA ________________________________________________ 26 I.2.1. Concorrência indireta ____________________________________________________________ 26 I.2.1.1. Carnaval no exterior ______________________________________________________________ 26 I.2.1.1.1. Carnaval na Itália ________________________________________________________________ 26 I.2.1.1.2. Carnaval nos Estados Unidos _______________________________________________________ 27 I.2.1.1.3. Carnaval na Alemanha ____________________________________________________________ 27 I.2.1.1.4. Carnaval na Inglaterra ____________________________________________________________ 27 I.2.1.1.5. Carnaval na Espanha _____________________________________________________________ 28 I.2.1.2. Carnaval no Brasil _______________________________________________________________ 28 I.2.1.2.1. Carnaval de Salvador _____________________________________________________________ 28 I.2.1.2.2. Carnaval de Pernambuco __________________________________________________________ 29 I.2.1.2.3. Carnaval Mineiro ________________________________________________________________ 30 I.2.1.2.4. Carnaval Paulista ________________________________________________________________ 31 I.2.1.2.5. Blocos de carnaval carioca _________________________________________________________ 32 I.2.1.2.5.1. Bloco de Ipanema ________________________________________________________________ 32 I.2.1.2.5.2. Bloco das Carmelitas _____________________________________________________________ 32 I.2.1.2.5.3. Bloco Cordão da Bola Preta ________________________________________________________ 32 I.2.1.2.5.4. Monobloco _____________________________________________________________________ 33 I.2.1.2.5.5. Quizomba ______________________________________________________________________ 33 I.2.1.2.5.6. Simpatia é quase amor ____________________________________________________________ 33 I.2.1.2.5.7. Suvaco de Cristo _________________________________________________________________ 34 I.2.2. Concorrência direta _____________________________________________________________ 34 I.2.2.1. Beija-flor ______________________________________________________________________ 36 I.2.2.2. Caprichosos de Pilares ____________________________________________________________ 36 I.2.2.3. Grande Rio _____________________________________________________________________ 37 I.2.2.4. Imperatriz Leopoldinense __________________________________________________________ 37 - 2 - I.2.2.5. Mangueira ______________________________________________________________________ 38 I.2.2.6. Portela_________________________________________________________________________ 39 I.2.2.7. Unidos da Tijuca ________________________________________________________________ 39 I.2.2.8. Vila Isabel _____________________________________________________________________ 40 I.2.2.9. Viradouro ______________________________________________________________________ 41 I.2.2.10. Salgueiro _______________________________________________________________________ 41 I.2.3. Marketing mix dos concorrentes diretos ____________________________________________ 43 I.2.4. Participação de mercado _________________________________________________________ 44 I.2.5. Segmentação de mercado _________________________________________________________ 46 I.2.5.1. Estrutura de mercado _____________________________________________________________ 46 I.2.5.2. Variáveis utilizadas ______________________________________________________________ 47 I.2.5.3. Mercado-alvo ___________________________________________________________________ 48 I.2.6. Posicionamento _________________________________________________________________ 50 I.2.6.1. Mapa perceptivo _________________________________________________________________ 50 I.2.6.2. Consumidor ____________________________________________________________________ 50 I.2.6.3. Perfil __________________________________________________________________________ 51 I.2.6.3.1. Desfilantes _____________________________________________________________________ 51 I.2.6.3.2. Freqüentadores __________________________________________________________________ 51 I.2.6.3.3. Patrocinadores __________________________________________________________________ 52 I.2.6.4. Hábitos de uso e atitudes __________________________________________________________ 52 I.2.6.4.1. Desfilantes _____________________________________________________________________ 52 I.2.6.4.2. Freqüentadores __________________________________________________________________ 52 I.2.6.4.3. Patrocinadores __________________________________________________________________ 53 I.2.6.5. Desejos e necessidades ____________________________________________________________ 53 I.2.6.5.1. Desfilantes _____________________________________________________________________ 53 I.2.6.5.2. Freqüentadores __________________________________________________________________ 53 I.2.6.5.3. Patrocinadores __________________________________________________________________ 53 I.2.6.6. Papéis de compra ________________________________________________________________ 54 I.2.6.6.1. Desfilantes _____________________________________________________________________ 54 I.2.6.6.2. Freqüentadores __________________________________________________________________ 54 I.2.6.6.3. Patrocinadores __________________________________________________________________ 54 I.2.6.7. Aspectos legais __________________________________________________________________ 55 I.2.6.7.1. Regulamento ____________________________________________________________________ 55 I.2.6.7.2. Considerações éticas ______________________________________________________________ 55 I.2.6.7.3. Tributos _______________________________________________________________________ 55 I.2.6.7.4. Restrições às atividades do P de Promoção ____________________________________________ 56 I.2.7. Fornecedores ___________________________________________________________________ 56 I.2.8. Governo _______________________________________________________________________ 56 I.2.9. Agências de turismo e rede de hotéis _______________________________________________ 57 I.2.10. Mídia _________________________________________________________________________ 57 I.2.11. Patrocinadores _________________________________________________________________ 57 II. ANÁLISE INTERNA _______________________________________________ 58 II.1.1. Razão social e CNPJ ____________________________________________________________ 59 II.1.2. Local do escritório central _______________________________________________________ 59 II.1.3. Fundadores e data da fundação __________________________________________________ 59 II.1.4. Dados e fatos marcantes _________________________________________________________ 59 II.1.5. Composição Acionária __________________________________________________________ 60 II.1.6. Atividades de responsabilidade social ______________________________________________ 60 II.1.6.1. A dança clássica para a comunidade ________________________________________________ 61 - 3 - II.1.6.2. Dança de Salão _________________________________________________________________ 62 II.1.7. Definição do negócio ____________________________________________________________ 63 II.1.8. Missão _______________________________________________________________________ 63 II.1.9. Visão ________________________________________________________________________ 64 II.1.10. Valores ético-culturais / Princípios ________________________________________________ 64 II.1.11. Objetivos corporativos __________________________________________________________ 64 II.1.12. Metas corporativas _____________________________________________________________ 64 II.1.13. Estratégias corporativas ________________________________________________________ 64 II.1.14. Recursos humanos _____________________________________________________________ 65 II.1.14.1. Organograma gerencial __________________________________________________________ 65 II.1.14.2.