Browsing by Issue Date, starting with "2015-02-10"
Now showing 1 - 8 of 8
Results Per Page
Sort Options
- How can portfolio attract people on airport retail environment?Publication . Tição, Joana dos Santos Ramos; Marcos, Paulo GonçalvesBeing present on the airport retail environment forces companies to frame their strategies based on this industry particularities. Here there are very distinct characteristics from all the others retail environments such as, consumers’ schedules and culture. Portfolio is the largest retail space inside Lisbon’s international airport restrict zone. With more than 400 m2 this store offers consumers a selection of the best Portuguese products of all kind of industries. The store used to be alone just in front of the Lojas Francas de Portugal’s exit and it was one of the first stores that passengers saw after passing the airport’s security point. On July 2013, with the opening of a new commercial area, international competitors surrounded Portfolio. Besides new consumers passing by, the new commercial area was not giving Portfolio the expected revenues. It was time to define what was the next step to do. Two options were being taken into account, develop a communication strategy, complemented by store improvement or bet in impulse shopping in order to attract more passengers and increase the number of tickets.
- Os festivais de música como promotores de turismo culturalPublication . Carvalhal, Filipe Mourão; Barbosa, Álvaro Manuel Mendes; Lobo, Carlos Afonso de OliveiraActualmente, os festivais de música são considerados um subconjunto importante no universo dos eventos culturais e têm merecido o interesse por parte de diferentes áreas de estudo, dada a sua universalidade e popularidade das experiências proporcionadas. No âmbito da investigação realizada sobre “Event Tourism”, foram identificadas algumas lacunas na literatura e uma das áreas pouco exploradas centra-se no planeamento e organização de eventos, envolvendo as organizações, os parceiros, a política, os objectivos, as estratégias, os impactos e a avaliação. Tendo em conta as lacunas referenciadas pela literatura, no contexto dos eventos turísticos, torna-se pertinente o estudo dos festivais de música, como agentes promotores de turismo cultural. Neste contexto definimos como objectivo geral: perceber se os festivais de música poderão ser promotores de turismo cultural e como objectivos específicos: caracterizar o modelo de negócio dos festivais: Milhões de Festa, Paredes de Coura, Primavera Sound; comparar o modelo de negócio dos 3 festivais; caracterizar a assistência do público dos três festivais; comparar a assistência do público dos três festivais; compreender se os três festivais se podem constituir como um “hallmark”. Participaram neste estudo os três promotores dos festivais em análise, Milhões de Festa, Paredes de Coura e Primavera Sound. Foi utilizado um questionário com o propósito de descrever e caracterizar os modelos de negócio aos promotores dos respectivos eventos, e uma entrevista semiestruturada, para recolher dados relativos à concepção dos festivais como promotores de turismo cultural, aos promotores dos festivais e ao Director da Direcção Regional da Cultura do Norte (DRCN). Os resultados permitem-nos concluir que a maior fonte de financiamento de todos os festivais provém da venda de bilhetes. Constatamos diferenças relativas à segunda maior fonte de financiamento privada e estatal. O festival Milhões de Festa apresenta apoios estatais como a sua segunda maior fonte, em contraste com os outros festivais. Relativamente à estrutura de gastos, a maioria das despesas é realizada com a contratação de bandas, destacando-se o festival Primavera Sound. Os gastos na produção geral dos festivais Milhões de Festa e Paredes de Coura apresentam despesas idênticas e superiores às do festival Primavera Sound. Os gastos com a equipa são semelhantes nos 3 festivais. O público que assiste aos festivais é maioritariamente nacional, excepto o do festival Primavera Sound onde quase metade do público é internacional. No âmbito do público nacional a larga maioria é de fora da cidade ou vila onde o se realizam os festivais Milhões de Festa e Paredes de Coura. Os resultados do nosso estudo permitem-nos concluir que os festivais de música são promotores de turismo cultural, porque despertam o interesse de milhares de pessoas para vivenciar uma experiência única e irrepetível, com grande impacto económico, social e mediático, promovendo a vila, a cidade, a região e o país. Todos estes factores fazem dos festivais de música um verdadeiro “hallmark” da região pelo que deveriam integrar o plano estratégico do Turismo de Portugal.
- Peugeot’s repositioning : how to change people’s engagement towards an automobile brandPublication . Santos, Francisco Quedas Rodrigues dos; Marcos, Paulo GonçalvesPeugeot, acting in the automobile sector, represents about 9,5% of the Portuguese passengers car market. This market is characterized by representing risky and planned acquisitions and usually with many influencers throughout the buying process in order to lower the risk to the buyer. In 2013, after the verified crisis in the automobile sector in terms of sales, the group was conducted to a new strategy – ‘Back In The Race’ – described by a repositioning of the already existing brands – Citroen and Peugeot – and the separation to an independent brand – DS. This strategy regards Peugeot as the premium generalist brand of the group and Citroen as the pure generalist one, the most affordable brand. In order to illustrate this Peugeot’s new strategy, some actions had to be thought to communicate it. So, some ideas were discussed to understand what was the best solution to implement, and engage people.
- MAXIPRIMUS : a balanced strategic coursePublication . Leitão, Afonso Aparício Cabral; Cardeal, NunoThe presented thesis is related with a corporate strategy case study and divided in two more parts: literature review and teaching notes. All the written content serves as a teaching instrument and aims to allow students to apply strategy course matters on a real life situation. Maxiprimus, Lda is a company operating in the ready-to-eat food industry since the year of 2001. Over 14 years this company faced several strategic challenges that indicated as a start-up can penetrate a saturated market if knowing how to deal with it. From a foreign representative to a national producer and exporter, many events marked this company’s competitive evolution. As importing and selling were a short run plan, in 2006 the decision to create an own brand came to revolutionize the industry and change totally the business model. Maxiprimus developed a concept with a wide portfolio of products and services called Primus, allowing the firm to survive in the market. From here on, decisions about whether to strategically concentrate operations both in products or markets become Maxiprimus’ priorities. Supplying major food distributors as SONAE, Jerónimo Martins, Makro, Leclerc or airline industry food suppliers as Cateringpor, Maxiprimus faces challenges on how to deliver the product to the customers with the highest quality and lowest cost. During the case, options that vary between decisions to establish partnerships to outsource production and distribution, how to internationalize given the company’s microstructure and a possible situation of turning into a vertical integrated company are addressed. These strategic decisions allied with existing product, market, customer portfolio and internationalization are the mix for success. The second part contains important theory necessary to interpret the case study and that should be applied when solving the proposed assignment questions in the teaching notes’ section.
- Fashion Made in China, the leverage to succeed or the doom to fail in the globalized worldPublication . Fernandes, Francisca Luísa Grilo; Harrison, DebbieContext of study: The rise of China’s labor costs, and the fact that lower-wage countries have now manufacturing capacity, has pushed domestic apparel manufacturers to emphasize on two more profitable sectors: product development, and retail. This reflects a shift from Original Equipment Manufacturer (OEM) to Original Brand Manufacturer (OBM), which brings challenges for the Chinese apparel companies, since domestic apparel manufacturers didn’t invest much in product development and design ability. Chinese fashion retailers do not play a leading role in the global industry, having only a few influential international brands. However, efforts have been made in order to innovate their merchandise distribution channels and improve promotion policies, to frame the domestic retail networks, appealing to consumers’ attention, and attain market share (Li 2002). Statement of Purpose: The aim of this paper is to firstly identify the difficulties that these private labels can face due to the typical Chinese consumer profile that is characterised by high spenders in haute couture in foreign markets rather than in the domestic market. Secondly, this phenomena might influence these private label brands to expand to international markets, which creates new difficulties due to the world’s perception of the low quality of products manufactured in China. Finally, how these Chinese private-label companies will create a brand equity, in domestic and foreign markets, in order to positioning themselves in the fashion market. Methodology: A multiple case study involving three Chinese apparel companies was employed. The information collected had as final aim, to apply each company to a Porter’s framework, and realize if they gathered the sustained competitive advantage factors necessary to succeed according to its strategy adopted. Contribution: This study has attempted to contribute to the research field of types of strategy and firm performance within an industry recent trend. Hence, the findings in this study should provide a criticism to Porter’s theory of sustained competitive advantage factors and firm’s type of strategy, in the sense that companies can perform well, even when they pursue more than one type of strategy, or when they don’t accomplish all necessary factors, stated by Porter, to achieve competitive advantage.
- A adolescência e os afetos no contexto de uma educação integral e partir da unidade letiva 3 do 7.º anoPublication . Martins, Ângelo Miguel Nabais; Carvalho, Cristina Sá; Martins, António
- O papel da comunicação na liderança dos coordenadores de um agrupamento de escolasPublication . Carvalho, Cláudia Alexandra Santos de Almeida; Almeida, José Maria deA comunicação tem sido uma problemática muito discutida no contexto das organizações escolares. Na procura de uma escola de qualidade a aposta de muitas instituições tem sido na comunicação organizacional como estratégia no sentido de melhorar a prática e conferir identidade à própria escola. A comunicação é um processo de interação no qual compartilhamos mensagens, ideias, sentimentos e emoções, podendo influenciar o comportamento das pessoas que, por sua vez, reagirão a partir de suas crenças, valores, história de vida e cultura. Neste sentido, o presente trabalho centra a sua investigação na importância da comunicação ao nível da liderança dos coordenadores de um agrupamento de escola, procurando compreender de que forma a comunicação pode melhorar o funcionamento do agrupamento. O quadro teórico tem por base autores de referência que defendem a importância da problemática estudada. Os dados empíricos, que sustentaram este estudo, resultaram de um estudo realizado no contexto de um agrupamento de escolas. Recorrendo à investigação qualitativa como estratégia de investigação. Enveredámos pela análise documental, a entrevista e o questionário na recolha de informação complementar, o que, mediante o cruzamento de métodos de análise qualitativa e quantitativa, nos permitiu tirar partido da triangulação dos dados. Os resultados obtidos apontam para uma comunicação que aparenta produzir os efeitos necessários. Contudo, existem barreiras que comprometem a eficácia da comunicação. A comunicação no agrupamento caracteriza-se pelo fluxo descendente e por canais formais de comunicação como os memorandos e comunicados enviados por via eletrónica. Contata-se ainda que, o coordenador tem um papel importante no processo comunicativo, sendo ele responsável pela circulação da informação do topo para as bases. Como líderes intermédios devem adquirir as competências necessárias para proporcionar uma comunicação eficaz e melhorar o desempenho organizacional do agrupamento.
- Douro Azul : thriving in Oporto & Aiming for the globePublication . Ferreira, Manuel Veiga Lopes; Cardeal, NunoThe present master thesis comprises three major segments: the case-study itself, the literature review and the teaching notes. In the first segment Douro Azul, a company that is succeeding mainly in the fluvial cruises sector in the north of Portugal, is present. Since 1993 that Douro Azul aims to provide the means to explore the natural and historic heritage, firstly entering the market promoting cruises and, in the subsequent decades, complementing their offer with land and aerial means. In 2014, Douro Azul comprehended 428 employees, 10 hotel-hips, 3 rabelo boats (a typical Portuguese boat), 2 yachts, 2 helicopters and a vast bus fleet, comprising dozens of vehicles. Exploring the Douro River, the company was acclaimed with national and European awards – namely Europe’s Leading River Cruise Company. Thriving in Oporto among various competitors, Douro Azul was in 2014 in the process of internationalization to the Amazon River, in Brazil, which will be the main object of analysis of the present case study. Even though comprehending a large volume of tourists every year, an internationalization process to Brazil will bring several challenges, among which are infrastructure and transportation deficiency and legal barriers. Moreover, fluvial cruises players in the Amazon River offer a very specific offer, distinct in many aspects from the Douro River’s players’. With the dimension and visibility of the Amazon River, this internationalization process may have a very significant impact on the future of Douro Azul. The literature review segment will expose the main tools and theories developed by several authors that will aid the further analysis of the case, answering the questions posed in the end of the case study. Finally, the teaching notes will comprise the author’s suggested analysis, among various that were possible, serving as guidance to an original analysis and discussion.