Design estratégico como instrumento para criação de valor: o caso da empresa Lucanelli móveis e design

Abstract

Currently, Brazil has a large number of furniture companies, mostly micro and small companies (MSCs) that work with the production of wooden furniture or derivatives. These companies face technical and social difficulties such as, for example, little growth in the domestic economy and behavioral changes by consumers towards more conscious purchasing habits. From the research history developed by the Design course at the Federal University of Uberlândia / UFU with the furniture sector in the Triângulo Mineiro region, it was found that these furniture MSCs also lack an adequate organizational structure and do not have the real dimension of environmental impact caused by its activities, resulting in several factors that disadvantage its value and competitive potential. An opportunity to create favorable conditions for innovation and structuring of these businesses is the insertion of strategic design as an investigation tool and proposing alternative scenarios oriented to sustainability. This work aimed at the elaboration of a Strategic Design Diagnosis to guide new scenarios that would allow the creation of value and differentiation of the company Lucanelli Móveis e Design, part of the agribusiness business group based in Uberaba. The methodology adopted included the literature review on Strategic Design, Sustainability in companies and on the Furniture Sector, in order to support possible design strategies to be proposed for the company. The research also includes case and field studies, to understand different aspects such as infrastructure, product, communication and marketing, production system and level of design maturity in the company. As a result, two possible scenarios are presented, one that points to incremental improvements and the other that is more innovative and different from current practices. The latter, considered more promising, was structured in the three levels of design management - operational, tactical and strategic, in order to guide gradual and constant interventions, potentiating achieving the projected scenario for Lucanelli Móveis.