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Abstract(s)
A possibilidade existente da relação entre a gestão e a estratégia de uma empresa deriva da
gestão estratégica. Tanto a gestão como a estratégia operam isoladas, mas quando se encontram
como um objeto estudo interligam-se formando a gestão estratégica.
Com a crescente informação sobre como atuar no mercado de forma a tirar o melhor proveito,
várias empresas vêm-se obrigadas a debater a melhor maneira de atuação, garantindo-lhes
proveitos.
Neste estudo, são apresentados os vários conceitos chave e os passos essenciais a seguir que
levam até à criação da estratégia, desde à análise, passando pela formulação e finalizando na
implementação desta. De seguida, serão analisadas diversas formas de estratégias que se aliam
à gestão e um estudo de caso derivado do grupo SONAE, uma multinacional que nos presenteia
com um portefólio diversificado de empresas (SONAE MC, Iberian Sports Retail Group,
SONAE Sierra, SONAE FS, SONAE Fashion, NOS, Worten e SONAE IM), através dos
relatórios de contas entre os anos 2017 e 2019, disponibilizados no site da empresa.
Do estudo de caso, destacam-se as estratégias de internacionalização, diversificação de negócio
e o reforço das competências-chave e é mediante estas, que a SONAE consegue obter a sua
distinção no mercado através dos resultados financeiros, bem como no posicionamento.
Após toda análise realizada nesta dissertação, conclui-se que o objetivo de estudo foi alcançado
com sucesso.
ABSTRACT: The existing possibility of the relationship between management and a company's strategy derives from strategic management. Management and strategy operate each by themselfs but when they meet as an object of study they are interconnected forming strategic management. The growing information on how to act in the market in order to get the best out of it several companies are forced to debate the best way of acting guaranteeing their benefits. In this study are presented the various key concepts and the essential steps to be followed that will lead the creation of the strategy which goes from analysis through formulation and ending in its implementation. Different forms of strategies that are combined with management will be analyzed and a case study derived from the SONAE group a multinational that presents us with a diversified portfolio of companies (SONAE MC, Iberian Sports Retail Group, SONAE Sierra, SONAE FS, SONAE Fashion, NOS, Worten and SONAE IM) through the accounts reports between the years 2017 and 2019 available on their website. On this case study stand out the internationalization strategies business diversification and the strengthening of key competences and it is through these that SONAE manages to obtain its distinction in the market through financial results and positioning. After all the analysis carried out in this dissertation it´s possible to concluded that the objective of the study was successfully achieved.
ABSTRACT: The existing possibility of the relationship between management and a company's strategy derives from strategic management. Management and strategy operate each by themselfs but when they meet as an object of study they are interconnected forming strategic management. The growing information on how to act in the market in order to get the best out of it several companies are forced to debate the best way of acting guaranteeing their benefits. In this study are presented the various key concepts and the essential steps to be followed that will lead the creation of the strategy which goes from analysis through formulation and ending in its implementation. Different forms of strategies that are combined with management will be analyzed and a case study derived from the SONAE group a multinational that presents us with a diversified portfolio of companies (SONAE MC, Iberian Sports Retail Group, SONAE Sierra, SONAE FS, SONAE Fashion, NOS, Worten and SONAE IM) through the accounts reports between the years 2017 and 2019 available on their website. On this case study stand out the internationalization strategies business diversification and the strengthening of key competences and it is through these that SONAE manages to obtain its distinction in the market through financial results and positioning. After all the analysis carried out in this dissertation it´s possible to concluded that the objective of the study was successfully achieved.
Description
Keywords
Gestão estratégica Estratégia Crescimento