Entrepreneurship and marketing: a study in the segment of bars in the city of Belo Horizonte/MG

Authors

DOI:

https://doi.org/10.5965/2764747104072015090

Keywords:

strategy, marketing, entrepreneurship, management

Abstract

Currently, Brazil is among the countries with the most flawed income distribution in the world, despite the progress made throughout the last decade. In an attempt to correct some flaws in the governmental system, some social actors come into play in order to change this reality, they are so called entrepreneurs. Taking in account the previously exposed scenario, this study was developed to analyze the intersection link between entrepreneurship and marketing in the segment of bars in the city of Belo Horizonte, Brazil´s third largest city. Nowadays, the segment of Brazilian bars, which is responsible for over 23% of all enterprises in the country, is marked by a high level of competition and dynamism. In this environment, this study has the general objective to identify the main challenges of bars branches of the entrepreneurial city of Belo Horizonte. To meet this end, a descriptive qualitative study was conducted, with twelve entrepreneurs from the segment of bars in the city of Belo Horizonte / MG, Brazil. All data analysis was based on thematic content analysis, in the light of the propositions of Bardin (2006). Among the results achieved we highlight that the greatest challenges to entrepreneurs are related to lack of strategic planning and poor marketing structure. It is worth saying that most of the analyzed entrepreneurs were classified as entrepreneurs by necessity.

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Author Biographies

Jefferson Rodrigues Pereira, Unihorizontes University Center, UNIORIZONTES, Brazil.

PhD in Business Administration from the Minas Gerais Federal University, UFMG, Brazil.

Has a Master’s degree in Business Administration from the Unihorizontes University Center, UNIHORIZONTES, Brazil.

Graduated in Business Administration at the Unihorizontes University Center, UNIHORIZONTES, Brazil.

Leonardo Benedito Oliveira Rezende, Unihorizontes University Center, UNIORIZONTES, Brazil.

Has a Master’s degree in Business Administration from the Unihorizontes University Center, UNIHORIZONTES, Brazil.

Graduated in Mathematics at the Pontifical Catholic University of Minas Gerais, PUC Minas, Brazil.

Specialist in Mathematics from the Lagos Region University, FERLAGOS, Brazil.

Professor at the President Antônio Carlos University, UNIPAC, Brasil.

Caissa Veloso e Sousa, Unihorizontes University Center, UNIORIZONTES, Brazil.

PhD in Business Administration from the Minas Gerais Federal University, UFMG, Brazil.

Has a Master’s degree in Administration from the School of Administrative Studies of Minas Gerais, FEAD, Brazil.

Graduated in Economics at the Pontifical Catholic University of Minas Gerais, PUC Minas, Brazil.

Professor at the Unihorizontes University Center, UNIHORIZONTES, Brazil.

Sarah Lopes Silva, Unihorizontes University Center, UNIORIZONTES, Brazil.

PhD in Business Administration from the Lavras Federal University, UFLA, Brazil.

Professor at the Federal Institute of Minas Gerais, IFMG, Brazil.

Eduardo Roberto Batista, Unihorizontes University Center, UNIORIZONTES, Brazil.

PhD in Portuguese-Language Literatures from the Pontifical Catholic University of Minas Gerais, PUC Minas, Brazil.

Has a Master’s degree in Business Administration from the Unihorizontes University Center, UNIHORIZONTES, Brazil.

Specialist in Contemporary Education and Teaching from the Arnaldo University, FA, Brazil.

MBA in Gastronomy from the National Service of Commercial Learning - SENAC Minas, SENAC / MG, Brazil.

Specialist in Religious Education from the Pontifical Catholic University of Minas Gerais, PUC Minas, Brazil.

Specialist in Brazilian Literature: Teaching, Theory, and History from the University Center of Belo Horizonte, UniBH, Brazil.

Graduated in Gastronomy at the Belo Horizonte Estácio de Sá University Center, CEUFE BH, Brazil.

Graduated in Letters at the Pontifical Catholic University of Minas Gerais, PUC Minas, Brazil.

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Published

2016-04-25

How to Cite

Pereira, J. R., Rezende, L. B. O., Sousa, C. V. e, Silva, S. L., & Batista, E. R. (2016). Entrepreneurship and marketing: a study in the segment of bars in the city of Belo Horizonte/MG. Revista Brasileira De Contabilidade E Gestão, 4(7), 90–104. https://doi.org/10.5965/2764747104072015090

Issue

Vol. 4 No. 7 (2015)

Section

Articles

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Copyright (c) 2016 Jefferson Rodrigues Pereira, Leonardo Benedito Oliveira Rezende, Caissa Veloso e Sousa, Sarah Lopes Silva, Eduardo Roberto Batista

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