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- Integration in the Brazilian telecommunication industry : the case of Vivo and TIMPublication . Barros, Filipe Miguel Sollari Allegro da Cunha; Tsvetkov, PeterThe telecommunications sector in Brazil has been facing a particular attention from international groups during the last decade. All four main players in Brazil are controlled by global telecom players and several strategic moves have taken place during the past few years in Latin America. This is the case of Telefónica ownership in Vivo, Telecom Italia participation in TIM, the recent merger between Oi and Portugal Telecom, among several asset divestures throughout Latin America countries from both Telefónica and Telecom Italia. Many analysts and investment bankers have suggested that a possible sell of TIM from Telecom Italia is likely to occur due to high leverage ratios from the parent company. The company has divested in several Latin American and European operations in order to reduce debt, but, the leverage continues to increase. We foresee that an acquisition of TIM by Vivo would completely change the industry in Brazil and that the overlap between both players would create synergies above the value of TIM. We forecast a standalone valuation for Vivo and TIM of BRL 56.2 Billion and BRL 26.5 Billion, respectively, and a merged firm enterprise value of BRL 113.8 Billion, corresponding to an expected synergies amount of nearly BRL 31.2 Billion. Nevertheless, the Brazilian regulator could impose several restrictions to the merger, since the combined firm would have market shares above 70% in several states, and, as a result, we expect that an asset by asset sale would be the most appropriate scenario in reality.
- Constrangimentos jurídicos ao marketing : a publicidade comparativaPublication . Freire, Joana Miguel Alves Pinto de Abreu; Pinto, Fernando Augusto de Sousa Ferreira; Celeste, Pedro
- A utilização das tecnologias da informação como complemento ao estudo de formação musical : estudo de caso numa turma do 2º grauPublication . Marques, Ana Margarida Alves; Fonseca, Sofia Inês Ribeiro Lourenço da; Andrade, AntónioUm dos desafios da Educação que se impõe atualmente, consiste em preparar os indivíduos para uma sociedade globalizada, complexa e em mudança, centrada no conhecimento, com um leque de oportunidades para promover atividades que levem os alunos a trabalhar com o apoio da internet. Com o desenvolvimento dos media sociais no quotidiano, o ensino não deve afastar-se do papel que estas exercem no paradigma comunicacional. Para além dos media sociais e tendo em conta que a internet está enraizada no dia-adia dos alunos, é fundamental usufruir as oportunidades que esta presenteia. Deste modo, esta investigação debruça-se na implementação de um site de estudo (plataforma digital), nos media sociais e a mudança que estes podem produzir no sistema de ensino e aprendizagem e na construção de conhecimento no ensino da Música e da formação musical, mais concretamente na realização de exercícios de formação musical em alunos do 6.º ano de escolaridade. Este estudo experimental foi enquadrado num desenho metodológico apoiado em estudo de caso, que envolveu alunos do 2.º grau (turma 2.º D) da Academia de Música de Viana do Castelo, durante um trimestre e em contexto fora da sala de aula. Desta forma, não foi afetada a exploração de conteúdos programáticos estabelecidos para a disciplina, possibilitando a exploração de conteúdos complementares fora da sala de aula. A recolha de dados para o estudo foi realizada através de um inquérito por questionário realizado aos alunos (participantes) na investigação, bem como, das interações no media social em causa, tendo como objetivo a realização das fichas de formação musical na plataforma digital. Os resultados obtidos revelam que, para a maioria dos alunos a participação no estudo contribuiu para a aprendizagem de formação musical. Definiu-se como uma grande comunidade com espírito colaborativo, e acima de tudo realizando uma aprendizagem informal. Com este projeto foi possível desenvolver competências importantes para a construção do conhecimento.
- Prego Gourmet : critical decision in the expansion strategyPublication . Silva, Diogo Campos da; Celeste, PedroPrego Gourmet is a Portuguese fast food chain, known for having transformed a traditional Portuguese product, the prego, into a refined and unique version which can be eaten as sandwich or not. Started its operations in 2011 at Amoreiras Plaza in Lisbon and nowadays all the stores are strategically positioned inside shopping malls in the area of Lisbon. The founding partners know that Prego Gourmet is a project in expansion, with nine own stores and the perspective of many more not only in Portugal, but also over borders. The main purpose of this dissertation is to analyze strategic decisions and real challenges that Prego Gourmet will face in the future. As business developers, the partners believe that their strategic objectives have to be based on a well-planned and sustained growth during the next years. The market acceptance have exceeded the expectations, and this work also aims to study the key success factors and reasons that contributed to the surprising penetration/adherence in this competitive and saturated fast food market. This dissertation is a prospective analysis of what should be the next step for Prego Gourmet regarding its expansion strategy. João Cota Dias, partner of Prego Gourmet, will face a strategic dilemma which consists on the one hand expand throughout Portugal setting up a franchising model to optimize internal managerial practices, creating conditions for future internationalization, or on the other hand start immediately the internationalization process. Is Prego Gourmet really prepared to initiate the internationalization process? Should not first grow domestically to ambition international expansion, since Prego Gourmet is not yet organized as franchising model? Relevant topics are going to be addressed on the Literature Review section, such as critical aspects on managing brands, franchising system and critical factors that lead to a successful internationalization. The Prego Gourmet’s case study aims to give a broader view of the Portuguese and Brazilian fast food market as well as addressing the future challenges of the international strategy. The main conclusion from this study is that Prego Gourmet to achieve a successful internationalization should first grow in its domestic market using franchising model. In order to gain business knowledge and experience to be more prepared to overcome the main challenges in the internationalization process.
- GOSH Brand activation strategy for 2014Publication . Barata, Vera Sá Fernandes Moutinho; Celeste, PedroGOSH is a cosmetics, bath & body and perfume company based in Denmark. Founded in 1945 as a pharmaceutical company, it soon became a well-known brand among women all over the world. Nowadays it is present in 75 countries worldwide. This Master Thesis will focus on the brand Portuguese case, in order to understand its strengths and weaknesses, as well as its challenges and opportunities. From September 2011, GOSH products started being sold exclusively in Well’s in order to better fulfil its beauty promise and serve a higher target needs. It is believed that GOSH products have higher quality than its in-store competitors. Thus, this brand has the potential for attracting female customers for Well’s, but its lack of brand notoriety combined with higher prices, makes most consumers change their mind. Therefore, the brand with greatest potential is the one least recognized and sold. Currently, GOSH is available in 48 Well’s stores all over the country but its brand awareness is low because most of the makeup consumers have never heard of it, including Well’s makeup clients. But because Well’s believes in this brand and recognizes its potential, a great effort is placed on communication and promotion. The development of this case study will use primary and secondary data. Primary data will be based in qualitative interviews within the company, as well as two different surveys conducted online and in-store. Such instruments will aim to target the different stakeholders that are considered relevant in the makeup market: GOSH consumers and makeup consumers in general. Secondary data will be provided by GOSH - as represented in Portugal by SONAE - and it will consist in facts and figures of the company’s past and current performance as well as an overview on current challenges and forecasted ones. Having the opportunity to work in SONAE, as a Marketing Trainee for GOSH and pursuing my passion for the beauty care market and especially for makeup, my role is to draw and put into practice an activation plan for the brand for the year 2014. Therefore, the main purpose of this case study is to analyse and understand the strategy of brand activation that GOSH is intending to put into practice in 2014.
- Vodafone case study : loyalty and satisfaction in Vodafone : the quadruple play casePublication . Lopes, Mónica de Melo Ferreira; Celeste, PedroThe focus of this thesis is to study in detail customer loyalty and satisfaction within Vodafone, more precisely regarding Vodafone’s quadruple play strategy, with focus on the new Vodafone tariff plan – Vodafone Red (including TV, internet and fixed voice). Vodafone is a British telecommunications company founded in 1982, with a significant presence in Europe, Middle East, Africa, Asia-Pacific and United States. In Portugal, the Group is inserted in what can be considered as one of the most aggressive markets of the country. It is a reference in the National telecommunications field and a leader in brand image, customer satisfaction and innovation. A world of ever changing technologies and of growing competition dictates deep changes in the telecommunications sector, particularly with the emergence of new capabilities and innovative services by telecom operators, as the case of 2Play, 3Play, 4play bundles. As a response to the new challenges, Vodafone, originally known as a mobile telecommunication operator is ultimately moving into adjacent areas to mobile such as television and Internet. The tariff plan Red came mainly as a response to the quadruple play trend and will be the focus of analysis of this study. The methodology of this case study entailed the collection of primary data (mainly from company reports, ANACOM reports, information from websites) and secondary data collection (in-depth interview and survey). The dissertation is divided into five main parts: the Literature Review (that is the theoretical support for the whole case study including an overview of the telecommunication industry and fundamental concepts for customer management) ;the Case study (that focuses on explaining what is happening in Vodafone, based on the information provided by the in-depth interview with Maria João Silva and information available online, mainly from ANACOM) ; the Market Research (performed in the Portuguese context, which contains the analysis on the questionnaire), the Conclusions( that include the answer to the key research questions, recommendations, suggestions for future research and an epilogue) and, at last the Teaching Notes.
- Luxury retailers and the challenges of emerging markets : Loja das Meias case studyPublication . Antunes, Mafalda de Sá Couto; Celeste, PedroThe luxury industry has been growing strong for the past decade. Luxury is now everywhere and accessible to many more consumers. The present thesis investigates how emergent foreign consumers interact and impact the situation in Portugal, where most retail areas sank in the recession, the luxury market seems to be rising with several international high-end brand opening new stores in Lisbon. Throughout this thesis one question will be answered: “how can Portugal’s luxury retailers can be the bridge between international luxury brands and the consumers from emergent countries, with a closer focus on the Portuguese-speaking countries, such as Angola, Brazil, and Mozambique”. Loja das Meias, one of the oldest Portuguese luxury retailers, will illustrate which changes, and new strategies a retailer has to undergo to better reach and serve emergent consumers. To support the findings, an interview to the Director of Stores was conducted, as well as a survey to general luxury consumers to help shed some light into the profiles of these new consumers. Thus, consumers can be divided into two groups: (1) Snobs, composed by Angolans and Brazilians who value the internal dimensions of luxury, and attach importance to price as a signal of quality and exclusivity; (2) Bandwagon, featuring Chinese consumers who given their collectivistic culture are more prone to purchase in groups and conspicuous consumption. The majority of luxury retailer is increasingly more depended upon this new customer base, who seeks in Portugal a wider and more affordable offering. Finally, a teaching note is also provided to help scholars and students analyse the case study in a class situation.