Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/11870
Título: ZON : facing new challenges in the home entertainment market
Autor: Filipe, Cláudia Paixão Simões Mendes
Orientador: Celeste, Pedro
Data de Defesa: 9-Jan-2012
Resumo: ZON is the market leader in PayTV market. Their offering includes Cable TV, with possibility of subscribing premium channels, and access to a Video-On-Demand system via television and more recently via computers too. At the same time, they are responsible for buying and selling contents (possessing the rights to broadcast movies and series, for example) and they are the main player on the Portuguese motion picture industry, being the main DVD distributor for sale and rental. However, the company is in a process of changing. Over the last years, the DVD market has been decreasing in value and the losses that ZON is suffering are not being compensated by investment and adoption of new services (like the referred Video On Demand). After the enormous success that the physical rental has conquered on the past decades, this is a business that is condemned to disappear on medium term. Plus, the growth of internet and possibility to have access to free content (even though these actions are, most of the times, illegal) and development of new technologies have changed consumers’ thoughts and actions towards the motion pictures industry. This case is particularly interesting for professors and students to discuss how a market leader company can, suddenly, be facing important changes on their business structure that might lead to adoption of new strategies in order to keep the leadership position. The dissertation covers the steps that are needed in order to evaluate the market, first by analyzing the industry to check for new trends, consumers’ perceptions and attitudes and what companies are doing worldwide, and second by testing hypothesis on a sample taken from the domestic market in which the company is operating. In the end of the case suggestions, limitations and hypothesis for future research can be found. Even though in the end there are some suggestions on conclusions and teaching notes that provide some hints on how the case can be approached in class, any suggestions or other solutions that professors find convenient can also suit the case.
URI: http://hdl.handle.net/10400.14/11870
Aparece nas colecções:R - Dissertações de Mestrado / Master Dissertations
FCEE - Dissertações de Mestrado / Master Dissertations

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