Pricing, strategies, and entrepreneurial decisions: market fit and competition analysis in the case of Sabor Anthigo

Abstract

This teaching case portrays the reality of a long-lived small company - the Restaurant e Pizzaria Sabor Anthigo. It aimed to contextualize real difficulties presented by an entrepreneur, confronted with sector statistics, environmental, cultural, economic, demographic, and social changes experienced by the enterprise, in line with marketing theories used in classrooms. The data used in the teaching case were collected in two interviews aimed at the entrepreneur and in documents provided by him, in addition to research in establishments in the region and agencies that promote entrepreneurship. It was decided to insert throughout the life and entrepreneurial history of the protagonist, Melquisedec Bahia, practical propositions, doubts, and possible commercial objections experienced by managers and adminisitration students (and related areas), undergraduate or graduate students. The protagonist presents managerial/entrepreneurial anxieties and questions, such as: correctly pricing products and services; segment his target audience; face seasonality; identify the competition; adjust his business. The research question was: can you establish an interesting, viable business fit that communicates value to a certain audience and follows a strategy that provides stability and success for the enterprise? This active methodology encourages the connection between professional challenges and the participant’s reality to develop professional dramatization.

Keywords:
Market fit; Pricing; Market competition