Abstract:

Years of experience with market research led to some key questions, especially those related to information delivery, that could be used in a tactical as well as in a strategic way. The second challenge was to define information and customer needs in addition to the business agenda. The possibility of implementing conceptual and operational changes and the capacity that these changes would represent measurable financial benefits is strongly associated with the use of information. This paper presents the way that C&A-Brazil, a branch of one of the largest retail and fashion chains, considers consumers' needs as a parameter for process development. It also explores relationships among planners, business units and the research agency, and lists methods chosen for each step as well as the efficiency in getting information as well as achieving necessary internal adherence. Finally the paper demonstrates how C&A-Brazil dealt with the integration of strategy, products, stores, goals and market research.