Browsing by Author "Agoas, Joana Silva"
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- Cotton City Lisbon : growth strategy and business plan for the next five yearsPublication . Agoas, Joana Silva; Lino, Rute Sofia Barbosa XavierTourism has become an important and growing sector for the Portuguese economy. In 2018, 22.8 million tourists visited Portugal, 7.5% more than in the previous year, resulting in 16.6 billion euros in revenues for the Portuguese balance of payments. While traveling, one of tourists’ main activities is shopping, especially for souvenir purchases. To leverage on this growing sector, Cotton City Lisbon was launched in May 2019, offering high quality t-shirts about Portugal, that serve as gifts and reminders of people’s stay in the country. The company is proud to be a fully made in Portugal brand, from design to production, and even the stores that sell its t-shirts promote Portuguese products, brands and heritage. This dissertation aims to elaborate a five-year business plan and underlying recommendations for the company’s offline and online businesses, and its evolving financial structure. To address the offline business, an assessment of 57 stores for Cotton City Lisbon to partner with was conducted, resulting on 12 stores with a good fit with the brand. For the online business, a benchmark of 61 similar companies’ social media presence and interviews with comparable start-ups were made to understand the potential from online channels and “Mercado da Saudade”. The results showed that, although online sales are important and could represent up to 35% of total revenues, “Mercado da Saudade” does not have a significant impact. Lastly, through a breakeven analysis, and considering the current cost structure, the number of t-shirts sold required to keep the business profitable was estimated.