Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/8237
Título: Expansion opportunities for h3
Autor: Lobato, Pedro Maria Fernandes Guimarães
Orientador: Assunção, João Borges
Oliveira, Sandra Miranda de
Data de Defesa: 2011
Resumo: h3 is a Portuguese fast food company created in 2007 that sells gourmet hamburgers at affordable prices. It soon became an entrepreneurial successful example in Portugal. However, at the end of 2010, although they had already 31 restaurants in shopping malls’ food courts across Portugal, board members wanted to define a strategy to maintain the same growth rate for the following years. This work project mainly focuses on the expansion process of h3. In collaboration with the management of the company, this research aims to analyze expansion opportunities in the domestic market through market penetration and a new concept introduction, and internationally by expanding to the Brazilian, Polish and Spanish markets. Bearing in mind the current situation of the company, a set of expansion strategies are presented and evaluated according to their potential benefits and limitations. This research also aims to develop a case-study on a Portuguese company that can possible be used as a learning material in courses such as Marketing and Entrepreneurship.
URI: http://hdl.handle.net/10400.14/8237
Aparece nas colecções:R - Dissertações de Mestrado / Master Dissertations
FCEE - Dissertações de Mestrado / Master Dissertations

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