Percorrer por autor "Grimaldo, Nidia Catalina Marin"
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- ESPAZO : new service and new brand in the Portuguese market : the challenges, the successes and the lessonsPublication . Grimaldo, Nidia Catalina Marin; Celeste, Pedro Manuel Amador RodriguesESPAZO was one of the first companies that brought the self-storage service to Portugal. Since 2008 ESPAZO had faced different challenges since is part of an industry that provides a service that Portuguese people before never used. By 2015 ESPAZO was opened its five facility but still working in the level of the awareness the service has in the local market. ESPAZO had adapted and tried different mixes in its communication strategy and still strongly working in the education of potential and current customers, discovering new possible users and improving the service offer. To give a broader overview of the current situation of self-storage industry and the company ESPAZO in Portugal, this dissertation aims to provide the reader a profound understanding about the company background and how it has evolved in the Portuguese market. Regarding this, it is made a characterization of the self-storage industry and some of the major current challenges that can impact it in a significant way. In addition, the Portuguese market was explored in terms of the current level of the awareness of the services, the possible needs people could satisfy with this new service and the ideal characteristics the service should have. This as a way to understand the possible strategic opportunities the local providers of the service can have. Finally, it was made an evaluation of the awareness and satisfaction level that past or current users of the selfstorage service had, with the aim of further find points of improvement. Overall, the main purpose of this dissertation is to better understand the awareness level that the self-storage service and the ESPAZO brand has as provider in the domestic market. Additionally to realize the challenges it has to overcome in order to reinforce the brand and service knowledge in the national level by using the proper channel to deliver the message.