Casos para Ensino: O Crescimento do E-commerce: Posicionamento e Gestão da Marca Shopmasp

Abstract

The online shopping sites that emerged in 1995 gave rise to e-commerce, which has constantly gained more participants over the years. Given this evolution, existing brands also had to improve to create market differentiation. This paper discusses the e-commerce market in Brazil and the region of Santa Catarina, which is the geographic focus of the company studied, and which was evaluated for fundamental solutions and results. This teaching case aims to explain the actual conditions in which Shopmasp exists, from the perspective of its client Matheus. It also focuses on positioning and brand management and possibilities for addressing this topic in Business Administration courses in areas such as Digital Marketing, Consumer Behavior, and Sales, mainly covering e-commerce and the influence of new technologies.