Browsing by Issue Date, starting with "2013-02-07"
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- Marketing strategy for luxury retail : how to attract international consumers of luxury in Portugal : Fashion Clinic case studyPublication . Candeias, Marta Pimentel; Abecassis-Moedas, CélineNowadays the luxury market is characterized by the high competitiveness and current globalization, with retailers and brands themselves making a great effort to achieve success. In Portugal, despite the unfavorable economic situation that the country undergoes, the luxury retail market has accompanied this increase global trend. Such a growth is meaningfully due to the increasing demand of international luxury brands by foreigners from emerging countries like Angola or Brazil. These consumers, with a high purchasing power, are attracted either for lack of offer in their own countries or for more reasonable prices in Portugal. Therefore luxury players must concentrate their efforts to effectively attract and keep them. To do so, it is crucial to have a deeper knowledge about them, namely their habits and preferences. In this dissertation, it was intended to understand if there are differences at the level of behavior, attitudes and preferences in view of the luxury between the Portuguese and the international consumer who buys in Portugal aiming at proposing a marketing strategy for target those international consumers who make luxury purchases in Portugal. This thesis used a Portuguese luxury retailer – Fashion Clinic – as a case study. To address such a research, after a review of the existing literature concerning the luxury industry, an analysis carried out of the data which resulted from online survey made by Fashion Clinic to its customers. Findings on the Portuguese and international consumers’ profile and preferences in view of luxury were then taken into account. Based on that, three major strategies to target international consumers in Portugal were recommended: 1) Provide the male customer with an excellent service, high quality and tailor made luxury products, 2) Educate customers on brands and 3) Create an online shopping platform.
- Own-brand mobile phones : the case of Vodafone PortugalPublication . Pereira, Marta Maria Sena Martins; Celeste, PedroHandsets portfolio plays a crucial role in operators’ differentiation strategy. Nonetheless it is increasingly harder for operators to differentiate their portfolios since manufactures are less available to negotiate exclusivity agreements. Moreover, the market is dominated by few giants, like Samsung, Apple and Nokia, which reduces operators’ negotiation power with manufacturers. Literature suggests that Private Label market power is lower in categories with more innovation and higher technology costs associated. Still, own-brand handsets are a common practice by major operators in European countries. Particularly, Vodafone has an own-brand handsets program, in force since 2006, making them available in its subsidiaries, namely in Portugal and other partner markets. The main purpose of this research is to understand the strategy regarding own-brand mobile phones of the operator with the most valuable telecoms brand in the world – Vodafone. Moreover, it aims to comprehend the impact of own-brand handsets on consumer buying behavior. It was concluded that own-brands can effectively contribute to differentiate operators’ portfolio and to boost bargaining power with manufacturers. Moreover, concerning the consumers’ perspective, the market study performed revealed that the willingness to buy own-brand handsets is higher in low-end mobile phones. The study also suggested that there is a gap between consumers’ predisposition to buy own-brand handsets and its actual purchase.
- Amanhecer : a new dawn for Recheio?Publication . Ribeiro, Pedro Filipe Amado Flores; Guedes, Nuno MagalhãesJerónimo Martins (JM) was the largest Portuguese distributor with its activity focused on the Portuguese and Polish markets, and more recently on Colombia. More than 60% of its revenues were coming outside of Portuguese boarders, but in spite of that Pingo doce and Recheio were exceling in a market that, overtime, was losing its attractiveness. Pingo Doce was the largest supermarket chain in Portugal with more than 360 stores. Recheio, JM’s wholesaler, was essentially selling to HORECA and the traditional retail segment. Given the economic situation in Portugal, Recheio decided to convert its private label Amanhecer, that was sold in many groceries, into a partnership – called Amanhecer stores – that would allow both partys to thrive. First, Recheio would ensure that between 60 to 80% of the products sold in these stores were supplied by them, and on the other hand, the grocery owners would benefit from special buying conditions not only with Recheio but also with electricity suppliers and others. The aim of this thesis is to understand if a company like JM that in the past, with the growth of Pingo Doce, was indirectly responsible for the closing down of many traditional stores, could now be the answer that grocers need to save this segment.
- The dynamics of glocalization : the case of McDonald’s PortugalPublication . Oliveira, Manuela Souza Constantino; Celeste, PedroGlobal corporations have searched for alternatives in order to protect their market shares in challenging environments where the benefits of standardization in its pure form are no longer enough to guarantee it. In this context, glocalization - that is, a mix between global standardization and local adaptation - is becoming a trend. This dissertation thus aims to understand the dynamics of the implementation of glocalization strategies and its impact at different market levels. The paper revolves around the case of the biggest global brand in the foodservice sector, which has been a sound example of pure standardization for decades, by exploring the case of McDonald’s Portugal and its glocal initiatives. The case provides the reader with information on how the company deals with glocalization and its challenges from headquarters to local restaurants. A primary market research adds to the paper through the analysis of the impact of glocal initiatives on consumers’ perceptions and attitudes from global to local levels. At last, glocal initiatives have produced a homogeneous impact on consumers at global level, whereas significant differences arise in regard to consumers’ perceptions, attitudes and the importance given to distinct marketing variables at different market levels, allowing a more effective relationship with the local market while preserving the global brand identity.
- Compal Essencial brand extension : the new category of fruit portionsPublication . Maury, Maria Margarida Pintado; Celeste, PedroCompal was a well-known Portuguese company in the industry of soft drinks. It launched Compal Essencial in 2006, which introduced consumers to a new category of fruit portions. Essencial was equivalent to a fruit portion and aimed to improve people’s fruit consumption habits by providing a quality and convenient product. This dissertation provides an overview of how Compal Essencial’s development process led to its success, translated in high sales levels, penetration rates and market share. Nevertheless, over the years new competitors emerged and the success of Compal Essencial seemed to vanish. In 2012 consumers appeared to understand the product concept and most of its important features, but this did not translate into high levels of consumption, as it did during the initial years of Essencial in the market. To give a broader overview of the product management, this work also contemplates a brief analysis of Compal Essencial’s internationalization strategy. Compal Essencial was exported to foreign partners with the ultimate goal of achieving numerical distribution and volume generation. Partnerships gave most control to the host country entity, which was responsible for most of the marketing decisions of placement, pricing and promotion. Compal’s contribution was mostly in providing the product along with general guidelines of communication content. The result was an expansion over nine new markets, though in some of them Essencial pulled out because the partnerships broke down. This dissertation provides material that allows an analysis over the factors that contributed to Compal Essencial’s brand extension success, as an example of innovation in the soft drinks industry. Furthermore, Compal Essencial’s case study allows an overview on how the process of strategic decision making and product management take place in the real world.
- MetaCase : from a start-up to an international companyPublication . Silva, Henrique de Azevedo Gomes da; Guedes, Nuno MagalhãesThe development of a business case study is the main goal of this dissertation. The appliacation of strategic concepts intends to provide a better understanding of the current situation of the company, as well as to offer recommendations for the future. The dilemma that is further analyzed concerns whether the company should opt for an internationalization process or not, including the markets to explore and the entry modes to adopt. The company is MetaCase, a services firm that provides a consultancy-based solution for financial management, through its own in-house conceived and developed financial ERP. Nowadays, it is only present in the Portuguese market, however it has already been introduced in some projects abroad, all of them through Portuguese based clients. Following the case study, a Literature Review is developed. The topics approached in this section are directly connected to the case itself, such as the key success factors for financial services, financial flows, internationalization and strategic concepts. Moreover, the Teaching Note section presents a personal analysis on the case, aligned with a possible way to approach this case study in a classroom, including the analysis and the recommendations. The relevance of moving on with the internationalization process in order to keep growing is explained. The reasons behind this decision are sustained, and the practical action to be taken is suggested.
- Sumol+Compal : a challenging mergerPublication . Mariz, Sara do Nascimento Duarte; Guedes, Nuno MagalhãesFounded in 2009, through the merger of two companies (Sumolis and Compal), SUMOL+COMPAL is the Portuguese leading company in the non-alcoholic beverages market. Due to its long history, most of the company’s products are somehow etched in the memory of the Portuguese. As a result of this merger, the product portfolio increased significantly, all the synergies created contributed to its success and the company achieved in 2011 a turnover of 331.6 million euros, a lower value than the one achieved in the previous year. Manuel Lopes, SUMOL+COMPAL’s CEO, was building a powerful Portuguese company; nevertheless, it had the potential to be even greater. Company’s sales were suffering a decrease and in the year of 2011, Portuguese sales volume dropped by 9.1%. The economic downturn, the competitive environment and the emergency of private labels were motives to rethink the company’s strategy. The differentiation strategy adopted in Portugal was being questioned, as well as the passive presence in international markets. Unlike the domestic market, sales in foreign countries had increased by 30%. Given this indicator, why not to increase the investment in those markets? The hypothesis of adopting a more aggressive internationalization strategy in order to contribute to the company’s growth is one of the central issues of this study. The other crucial aspect of analysis is related to the company’s strategy in the Portuguese market. In Portugal, the prices charged by SUMOL+COMPAL are high, its products have high quality, but the company’s leading position may be threatened. Thus, should the company continue to pursue its differentiation strategy in a market where the competition adopted the opposite strategy and is able to increase considerably its market share? These questions will be explored along this dissertation, discussing topics such as internationalization, growth strategies, differentiation and positioning. The main purpose of this paper is to identify and analyze the company’s strategies both in the national and international markets.
- O Instituto Regnum Dei : 1963-1970 : a vivência da caridade na região pastoral de Setúbal, na efervescência do II Concílio do VaticanoPublication . Simão, Rui Miguel Gomes; Fontes, Paulo F. de Oliveira