O design estratégico como ferramenta para posicionamento de mercado: um estudo de caso sobre a marca Voltz Motors, fabricante nacional de motocicletas elétricas

Abstract

Strategic design is a projectual activity that applies typical skills of design — such as interpretive, communicative and managerial skills — in the development of business strategies based on the convergence of companies, customers and stakeholders points of view. This study highlights the steps by which the brand Voltz Motors — a Brazilian electric motorcycles manufacturer — managed to reach the 14th position in the national ranking of sales by brands in the motorcycle segment in the year of 2021, despite having started its activities very recently, in October 2019, and having only 4 motorcycle models in its outlet. Such results were achieved through a review of the brand’s actions with the help of 5 tools, which were: 1) Parametric Analysis; 2) KJ Method; 3) Positioning Map; 4) Blue Ocean Strategy; and 5) SWOT Analysis. Finally, all the characteristics that qualify the way by which the company operates in the market demonstrates the typical elements expected of the strategic design activity, corroborating many the initial assumptions.