[pt] A presente dissertação de mestrado tem como objetivo principal apresentar à empresa Y qual a melhor forma de expandir o negócio de varejo de frozen yogurt no mercado do Rio de Janeiro. Para que este objetivo fosse alcançado, inicialmente foi estudada a indústria na qual o negócio de frozen yogurt, um tipo de fast food, está inserido, à luz da teoria de Michael Porter para análise estrutural de indústrias e da concorrência. Em seguida, buscou-se descrever as principais características de três modelos de expansão viáveis no caso: expansão por meio de operações próprias, por meio do sistema de franchising e por meio da forma plural. Este último modelo é um sistema híbrido, caracterizado pela coexistência de operações franqueadas e lojas próprias. Ao longo do trabalho são apresentados os principais pontos fortes e vulnerabilidades de cada um destes modelos aplicados ao negócio de frozen yogurt e, ao final, é sugerida qual a forma de expansão mais apropriada para o negócio. / [en] This paper has as main objective to suggest to company Y the best way on which to expand its frozen yogurt retail business in Rio de Janeiro s market. To reach this objective, it was initially studied the industry in which the frozen yogurt business, a kind of fast food, is inserted, based upon Michael Porter s theory of structural analysis for industries and competition. The next step was to describe the main features of three different viable expansion models, in this case: expansion through company-owned stores, through franchised stores or through a plural form. This last model, being a hybrid system, featured by the coexistence of franchised stores and company owned stores. Throughout this work the main strengths and vulnerabilities of each of these models applied to the frozen yogurt business are presented and in the end the most appropriate expansion strategy for the business is suggested, based upon the analysis and criteria adopted.

The scope of the diploma thesis is to create business plan, analyse feasibility study and realistic approach of the Company focused on producing and sale of the frozen yogurt. The main aim of the theoretical part contains information about detailed awareness of all features of the business plan. All data has been sourced from the relevant source of information. All provided information were transformed into business plan of the company YoGu, s.r.o. which is mainly focused on manufacturing and selling of frozen yogurt. Due to the financial plan it has been verified that business strategy of the company YoGu is feasible and it has potential to survive in the real business environment.