Browsing by Author "Sequeira, Ricardo Leal Ribeiro Neves"
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- The optimal consumer : targeting the right consumers to meetPublication . Sequeira, Ricardo Leal Ribeiro Neves; Marcos, Paulo GonçalvesThe present dissertation provides an overview of relevant marketing topics as targeting, competitive advantage and its influence in the firm’s ability to outperform its competitors through analyzing the case study of PharmAssistant, a Portuguese startup that is developing patient engagement solutions to undermine the non-adherence to complex medication regimes. The company developed a smart pill dispenser and a mobile app, thus operating in the digital health market, and now the CEO is having doubts deciding the most efficient path to commercialize its products: should we continue targeting patient with at least one chronic disease or should we target business that can benefit in selling the products. The dissertation uses marketing research to collect information about the company, market, consumers and competitors. Hence, the implications of the findings for the selection of the most desirable target are discuss.