| dc.description.abstract | This study was conducted in a pizzeria that demonstrated, in recent years, consecutive
decreases in demand. This decrease motivated the present work, which aims to increase and
keep high the demand of the pizzeria in question, in order to take advantage of the company's
currently idle capacity. Therefore, this study aims to quantify the variable costs of the
company, increase its internal level of service and develop marketing strategies for the
pizzeria. The research method is characterized as an applied action research, since it generates
useful knowledge that was applied in the real context of the company helping to change its
previous situation. The research presents a combined approach in order to allow a better
understanding of the problem that has comprehensive situations. In the first stage, the study
aimed to determine the unit contribution margin of the company's products, using the Variable
Costing Method. In the second stage, evaluations were collected and low cost improvements
were determined and implemented in sequence. The last step consisted in identifying and
applying the best marketing strategies available to the company. This phase was made with
successive tests on available platforms and tools. The main result found was the increase of
the demand from the company, but this work also impacted the culture and strategic vision of
the organization. | |
