Browsing by Issue Date, starting with "2013-02-22"
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- Mal, pecado e estruturas de pecadoPublication . Narciso, Francisco Manuel; Trigo, Jerónimo dos Santos
- The application of a customer relationship system (CRM) in Banco Espírito Santo (BES) : case studyPublication . Bairrão, Luís Tomás Machado; Celeste, PedroSíntese: Hoje, o mercado financeiro apresenta imensos desafios, desde as novas tecnologia, falta de capital e mudança de como os consumidores percepcionam os seus bancos. Um destes desafios é a mudança da relação dos bancos com os seus consumidores, que cada vez se deslocam menos aos balcões. O Banco necessita de ter outra maneira de comunicar com os seus clientes. A relação banco-cliente é essencial para reter e atrair novos clientes. É nesta oportunidade que entra o sistema de CRM ( gestão de relacionamento com o cliente). O CRM é percepcionado como um software que lida com toda a informação do cliente, que disponibiliza ao Banco como contactar e porque contactar o cliente e quando. Existem muitas variáveis que são importantes para este relacionamento e para poder ser bem sucedido que são abordadas neste caso. O Banco Espírito Santo é um dos maiores bancos portugueses e tem como objectivo principal a satisfação e o serviço entregue aos clientes. Para atingir este objectivo o Banco focou-se neste serviço de qualidade superior e de integridade. Neste caso veremos como o BES se relaciona com os seus clientes, como usa esta relação em seu benefício e como é que o sistema de CRM o ajudou para melhorar esta relação e os seus resultados. Veremos uma grande quantidade de exemplos práticos do dia-a-dia do banco, bem como tudo o que se passa nos bastidores, com uma visão desde a administração, equipas de marketing e balcões e como todos lidam com este novo sistema de CRM.
- Go Natural : a new fast food conceptPublication . Coelho, João Miguel Rodrigues; Assunção, João Borges de; Oliveira, SandraGo Natural is a 100% Portuguese healthy fast food chain that was created by two siblings’ entrepreneurs, Diogo and Joana Martorell, whom had the wish to make something different. This company was chosen to serve as the setting of a Teaching Marketing study, with the purpose of being used as a pedagogical tool in undergraduate programs. This case provides students the opportunity to become familiar with brand expansions and the fast food market. In 2004, this pioneer brand providing a diversified and different range of products, in the Portuguese fast food industry, was growing and retaining more clients. However, in 2009, when Portugal faced an unfavourable scenario, some doubts appeared when sales growth started to increase in a lower rate, forcing to adapt their business to this new and adverse scenario and to costumers’ habits changes. To face this dilemma, two options were studied - internationalization and brand expansion. The product provided is a quality and healthy product aligned with an efficient and customized service with value to the clients, only like that was possible to survive in that competitive industry. Despite this, Go Natural felt the need to diversify their product, with the purpose of identify and plan future strategies. Students are presented with information to support their decision and give recommendations to the evolution of the brand. This case provides an opportunity to students to be in a real life situation, in the role-play of the CEO of the company in a crucial decision to the future.
- Delta Cafés : a new image to conquer new marketsPublication . Santos, Pedro Miguel Ribeiro; Celeste, PedroThe focus of thesis is to study Delta Cafés’ rebranding. As it is a decision that falls far from a brand’s day-to-day management, it is important to understand what were the reasons that motivated, how were the changes visible and what impact did they produce on consumers’ perceptions. Since its foundation, in 1961, to 1995, the Delta Cafes’ image was, for most of it, unchanged. Since then Delta have change it have changed it four times, the most recent of them occurred in 2012. This rebranding did not only mean a change in the brand’s aesthetics, but also a significant shift in their strategy. In order to fully understand these rebranding two sources of data were needed. Firstly, there was the necessity to gather data from Delta, such allows to get to know the brand and its history, as well as that the reasons that motivated this change. Primary data had also to be collected, as it would be this one that would allow understanding the consumers’ reactions. In the process of primary data collection different tools were used – a Focus Group, a Survey, and Individual Interviews, each with a different purpose. Delta Cafés’ rebranding was transversal to all of the brands marketing elements and done in order to respond to a new generation of consumers and to strengthen the brand’s position both in the Portuguese market, as well as in foreign markets. The preliminary study presented on this paper indicates that, except for quality, which decreased, and social awareness, all of the brands desired associations were successfully met.
- Mergers and acquisitions : the Roche's offer for IlluminaPublication . Lucas, Estela Maria Serra; Tsvetkov, PeterAs of January 2012, the Swiss drug maker Roche made a hostile offer of $44,50 USD per share of Illumina, a biotechnology company based in the US. This move has been following a consolidating strategy from Roche that acquires small and mid-sized companies which will allow its business to develop. The beginning of the negotiations was coincident with the beginning of this dissertation and it captured the writer’s attention to evaluate such deal. Throughout this dissertation, there is a review of literature regarding several topics on valuation and M&A, followed by an analysis of both companies and their respective industries. One of the most important chapters is related to the companies’ valuations and the assessment of potential synergies from the deal. An offer price is suggested along with an offer structure. Illumina’s market cap is valued at $5,7 bn, representing an upside potential of 35% against the figures of the last trading day of 2011. Synergies are estimated to be of $3,3 bn, mostly due to Roche’s capability to launch personalised medicines, as well as its capability to incorporate Illumina’s operations and make it more efficient. An offer price of $56,47 is suggested with a deal 100% financed with debt, so that most of the value added is received by Roche’s shareholders. By the time this thesis was delivered, there was still no agreement between both companies in order to close the deal and Illumina asked for $75 per share in the last negotiation, which Roche rejected.
- Jerónimo Martins Group international opportunities : a multinational group market selection decision processPublication . Sousa, Guilherme Manuel Soares dos Santos de Albergaria e; Cardeal, NunoThis case study has been designed based on the Jerónimo Martins Group situation between 2007 and 2011 with the objective of acting as a teaching supplement in the study of companies’ international opportunities, market selection and the internationalization decision process utilized to reach an optimal decision for a company. Jerónimo Martins was the main Portuguese group in the food retail and wholesale industry, present in supermarkets, cash & carries and discount stores, and operating in Poland and Portugal. In 2011 Portugal was suffering the consequences of an economic recession, while the Polish food retail market was starting to consolidate, with the Group’s Polish operations representing more than half of Jerónimo Martins Group’s revenue. This situation led the Group CEO, together with the Board of Directors, to decide to explore new market and business opportunities to ensure the Group’s long-term growth. The Group’s decision process took into account the Jerónimo Martins characteristics, objectives, strengths and competences in order to define and compare new opportunities. According to the Group’s strategy specialists, Brazil, Colombia and Turkey were the final three countries chosen as the most promising markets: one of them would fulfil the Group’s needs and hopefully ensure its balanced long-term future. The Jerónimo Martins case was developed using information provided by the Group and also by international economic institutions so as to provide students with the most accurate information enabling them to solve the case.
- Pestana Group : exploring the Spanish marketPublication . Grácio, Elisabeth Monedero; Cardeal, NunoPestana, the largest Portuguese hotel chain, celebrated in 2012 its fortieth anniversary. Its portfolio included forty-seven hotels under Pestana Hotels & Resorts brand in thirteen countries across Europe, Africa and America, besides the units it managed under Pousadas de Portugal. The company’s future plans for expansion focused especially on emerging destinations of South America and the traditional European markets. Pestana was present in several cities in South American countries and it had already few ongoing projects in Uruguay, Argentina, Brazil and Chile. The main question regarded Europe. Pestana was particularly interested in the Spanish market. The case study provides therefore an overview of the company as well as the tourism and hotel industry, with especial focus in Spain. The aim of this master dissertation is to conduct a strategic analysis of the Spanish market, identifying its trends, opportunities and threats, among others. Spain is one of the top destinations in the world but the financial downturn, the difficulties in obtaining credit and the fierce competition in the hotel industry, especially from the largest international chains, were some of the setbacks for entering into such country. On the other hand, some opportunities arose as the price some hotel establishments decreased, becoming potential acquisition targets for larger companies. In addition, other entry modes, like management contracts or franchising agreements that required lower capital investments, were gaining popularity in the Spanish hotel industry.
- Geography of pledging and application of funds of crowdfunding platforms and the impact on their online notorietyPublication . Jesus, Diogo Onofre Fonseca de; Villarroel Fernández, Juan AndreiOnline crowdfunding is a relatively new way of financing projects and ventures through the internet. This study gives an industry view focusing on the geographic perspective of pledging and application of funds through a model explicating the local and global dimensions. Four possible combinations are then possible: LPLA (Local Pledging/Local Application of funds), LPGA (Local Pledging/Global Application of funds), GPLA (Global Pledging/Local Application of funds) and GPGA (Global Pledging/Global Application of funds). A sample of crowdfunding platforms were analyzed to understand how these characteristics relate with the online notoriety of the platform. The analysis indicates that platforms are experimenting different approaches to the locus of pledging and application of funds and statistical results show that platforms with local characteristics in both pledging and application of funds (LPLA) are outperformed in terms of notoriety by all the remaining combinations.