Planejamento estratégico para expansão comercial de uma indústria de cosméticos naturais e veganos: rede de revendedores e inserção em lojas físicas

Abstract

Currently, the natural, vegan, and clean label cosmetics market exhibits significant growth in Brazil, requiring Micro and Small Enterprises (MSEs) to seek channel diversification to sustain their expansion. However, the transition from pure e-commerce to a multichannel model, including physical retail and B2B, introduces logistical and operational complexities that, if not managed, can undermine growth. Strategic Planning (SP) emerges as the fundamental tool to structure this transition, allowing the MSE to mitigate risks and convert its competitive advantages into a scalable model. In this sense, the general objective of this work was to develop a Strategic Planning for the commercial expansion of a vegan and natural cosmetics company, aiming at its structured insertion into physical retail through a network of certified resellers and distributors. For this purpose, the Case Study method was used on an MSE in the beauty sector, based on Industrial Engineering management tools. The initial diagnosis was conducted using the Business Model Framework (BMF), complemented by PESTEL and Porter's Analyses. The findings were consolidated in the SWOT Matrix, culminating in the formulation of three Strategic Objectives (SO) with corresponding Actions and Key Performance Indicators (KPIs). The results obtained confirmed that the success of the expansion depended on overcoming critical weaknesses, notably B2B logistical inefficiency and the difficulty of scaling the brand's human value (specialized consulting). The SP resulted in the proposal of a Multichannel BMF, articulated in strategic actions focused on Redesigning the B2B Logistics Process and implementing a Certified Partner Program. The proposed Online-to-Offline (O2O) Strategy ensures that company’s value proposition is replicated and protected in the physical channel. In conclusion, the SP provided the measurable roadmap and operational control necessary for the MSE to achieve sustainable and controlled growth, converting the risk of expansion into a viable action plan.