Browsing by Author "Augusto, Francisco Del Olmo Pincarilho"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- Vista Alegre : the downfall of a cultural landmarkPublication . Augusto, Francisco Del Olmo Pincarilho; Guedes, Nuno Manuel de MagalhãesThis thesis is about Vista Alegre, an iconic Portuguese porcelain and fine china producer that after a century of successful performance believed it was time to become a large profitable multinational. Vista Alegre was founded in 1824 by José Ferreira Pinto Basto, who always strived for excellence both in design and quality. Throughout several decades, Vista Alegre was a prosperous familiar business in Portugal. However, the maturity stage and small dimension of the Portuguese market led Vista Alegre’s management to believe that it was time to implement an international campaign supported by capacity improvements and product diversification. Meanwhile, Asian competitors namely from China, started to dominate the European tableware market with aggressive pricing strategies. At the same time, costumers were becoming more price-sensitive. Due to these factors, and after several growth endeavors, Vista Alegre started to experience a series of bad financial results which ultimately left the company at the verge of bankruptcy. The evaluation of these strategic choices will be the mains focus of this thesis. Its structure is divided into three parts: Case Study, Literature Review and Teaching Note.