Análise estratégica e financeira de grandes conglomerados do varejo no Brasil: Um estudo sobre o Magazine Luiza e a Via S.A

Abstract

This text aims to analyze the correlation and impact of strategies adopted by two most important conglomerates in Brazil - Magazine Luiza and Via S.A. - in its financial indicators and, consequently, in its performance. From 2015 there is a trend towards transformation in Brazilian retailers, starting with the beginning of a strong process of scan and expansion, towards multichannel, the improvement of the customer experience, placing it as the focus, and the formation of conglomerates, capable of increasing the market share of companies and ensuring operational robustness. Thus, to answer the main question, an explanation is available on the financial indicators of Liquidity, Profitability and Indebtedness, in addition to determining aspects for the growth and expansion of a firm - using, mainly, Porter and Penrose as theoretical reference authors – in order to, after analyzing the strategy and results of both companies in the period from 2013 to 2022, conclude how this relationship occurs. In this sense, it is observed that, even though companies move in very similar strategic directions, there are focuses and times of planning and different products, which end up influencing their indicators. Furthermore, the rationale behind acquisitions appears to be different. On the one hand, Magalu aims at portfolio diversification, while Via seeks greater maturity in terms of payment; both strategies seem well on their way to us, but their harvest times of good results are demonstrated in different timeframes.