Modelo de negócio inovador por meio de aliança com distribuidores para criação de valor no setor de iluminação

Abstract

Abstract

The lighting market in Brazil moves around R$ 3 billion annually and has changed significantly after the introduction of LED, allowing the participation of several new entrants, a fact that has hindered business growth and influenced the profitability of leading multinationals in the segment. This market is characterized by the import of lamps, lumminaries and lighting control systems and it is estimated that it has more than 600 competitors seeking sales with products that are technically very equal. In this sense, manufacturers are placed in a situation that increasingly pressures them to work with lower margins, compromising the profitability of the business, a fact that has led some manufacturers to give up on the lighting segment in Brazil. In order to perpetuate the business of one of these manufacturers who is a pioneer in the lighting business and one of the global leaders, an unexplored opportunity was found so far to offer a solution to end customers through the company's distribution channel. This work presents a technical report on the process of creating value in the lighting business through an alliance formed between manufacturer and distributor, based on technical and shared offer of specialized, pre-sale and after-sales services. Starting from a market analysis, the project was validated internally within the company and with some of its main business partners, which culminated in a pilot project that could be replicated at national level. The solution proposal has market potential, relatively low risk for the business and allows benefits to those involved in the field of profitability, partnership, improvement in brand perception and customer attraction that could be confirmed by the results obtained.