Browsing by Issue Date, starting with "2015-02-12"
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- How can a market leader increase sales? Case studyPublication . Sousa, Ana Catarina Rodrigues da Silva Elias de; Marcos, Paulo Alexandre GonçalvesThe objective of this dissertation was to write a case study based on Trade marketing area of a multinational company. The chosen company was Unilever Jerónimo Martins, a known company by the Portuguese consumers through its brands on the Food & Drink and Personal & Home Care segments. This case study was based on the Portuguese Out-of-home ice-cream consumption market, being the chosen brand the Olá brand (known outside of Portugal by different names). There are several ice-cream buying types in this market, however, this paper will focus on the impulse buying type. Starting from the company’s strategy of increasing sales on a market that have been suffering several structural changes, the trade marketing department developed two projects. The main objective of those projects was to increase sales on two different seasons. However, due to scarce financial resources the trade marketing manager director had to choose to work on only one of the projects. After presenting the case study, it will be possible to find some suggested questions for students as well as teaching notes. Those notes include a complete answer to the suggested questions, providing some additional information about the company, its supply chain, and competitor behaviours. From the case study analysis, it was possible to understand how the market had evolved and provide the answer to the case’s main question. Due to company characteristics, the best choice in 2014 was to go for the visibility and Taste Joy Project, working in line with the international objectives and on a safe investment that would provide better results on the short-term.
- Somersby : a communication strategy to reach young consumersPublication . Fernandes, Ana Isabel Pinto; Marcos, Paulo GonçalvesThe company selected to serve as a background for this marketing case study was Unicer. Following the case there is a teaching note that provides useful theory for a better understanding of the case, along with suggested questions to be discussed by students when analyzing it. Unicer is the largest Portuguese soft drinks company with a multi-brand, multi-market strategy with its main operations in the beer and bottled water businesses. Throughout the years, the firm had developed a huge portfolio of well-known brands. In 2011 the company was presented with the challenge of recruiting young adults customers. Somersby, a Carlsberg Group brand of cider was the product chosen to approach the defined target. The first couple of years had questionable results, although a high potential for the brand was identified too. In this way, in 2013, faced with the possibility of internalizing the production of this beverage, a strong communication strategy needed to be employed, as measurable results were required. Hence the brand had to choose between continuing to use event marketing or to switch for a mass media approach, namely to introduce advertisement in TV. The case presents the Portuguese market environment for Somersby, its target consumers, as well as its main competitors. Further it allows students to become familiar with market and competition analysis, and illustrates the above and below the line set of options. After this, they are challenged to identify the best strategic approach, both in qualitative and quantitative terms, given the costs and reach associated with each alternative.
- Relatório de estágio : assumir a responsabilidade por uma praxis especializada em enfermagemPublication . Neves, Vasco Manuel da Silva; Rocha, Maria Lúcia daUm relatório pretende evidenciar um conjunto de informações referentes a uma determinada experiência, projeto, pesquisa, ou outra atividade com a finalidade de reportar o que foi efetuado, numa perspetiva crítico-reflexiva da aprendizagem. Neste contexto, considerando que esta explanação é o corolário da unidade curricular Relatório, procura expor-se o estágio desenvolvido no Serviço de Urgência (Módulo I) e Unidade de Cuidados Intensivos Polivalentes (Módulo II), que decorreu no Centro Hospitalar Vila Nova de Gaia/Espinho. Na sua essência, pretende-se enfatizar o desenvolvimento de competências, tendo por base os objetivos inicialmente definidos, nos domínios da responsabilidade profissional, ética e legal; da melhoria contínua da qualidade; da gestão dos cuidados e das aprendizagens profissionais. Neste âmbito são objetivos deste relatório: demonstrar as competências adquiridas, os problemas identificados e as soluções apresentadas; demonstrar pensamento crítico-reflexivo sobre as ações realizadas e as consequentes implicações ético-sociais e finalmente demonstrar a capacidade de explicitar adequadamente as conclusões. No Módulo I, foi possível desenvolver competências na prestação de cuidados ao doente crítico, num serviço de urgência com grande afluência de utentes, com uma estrutura física não compatível e com uma dotação de enfermeiros reduzida em algumas áreas. É um serviço que exige um nível considerável de conhecimentos de gestão, pois possui um vasto leque de recursos humanos, materiais, equipamentos e constantes interações que modificam a homeostasia interna. Deste modo, para além das vivências que experienciei no dia-a-dia do serviço de urgência, pude contribuir, através de sessão formativa, para os processos de liderança, motivação e estratégias para a mudança, envolvendo os coordenadores e subcoordenadores de equipas, assim como os responsáveis do serviço. Imbuídos no espírito de reflexão, foi uma iniciativa que procurou envolver os elementos chave para a mudança. No Módulo II, na Unidade de Cuidados Intensivos Polivalentes, foram desenvolvidas competências na prestação de cuidados ao doente crítico e/ou com falência multiorgânica. Trata-se de um ambiente tecnologicamente complexo, em desafio permanente ao nível dos processos de tomada de decisão, associado a elevada autonomia do enfermeiro, implicando por isso, um julgamento clínico mais rigoroso. Neste módulo, com características diferentes do anterior, foi possível contribuir para o conhecimento científico de enfermagem, numa área de grande autonomia, nomeadamente na prevenção de úlceras de pressão. Assim, pude efetuar um estudo epidemiológico retrospetivo, investigando a prevalência e a incidência de úlceras de pressão, no período de 31 de Outubro de 2012 a 31 de Outubro 2013. Os resultados foram encorajadores, porque, embora o número de doentes internados tenha aumentado significativamente, desde 2007 (últimos dados conhecidos), constatou-se um decréscimo para metade da incidência de úlceras de pressão. Na elaboração deste Relatório foi utilizada uma metodologia descritiva recorrendo ao pensamento crítico-reflexivo. Encontra-se dividido em duas partes: na primeira é efetuada a caraterização do Centro Hospitalar Vila Nova de Gaia/Espinho, dos serviços de urgência e cuidados intensivos. Na segunda, é descrita a construção das competências, com a realização de atividades nos quatro domínios preconizados para o Enfermeiro Especialista.
- A cobertura jornalística e as consequências dos escândalos judiciais mediáticos : o caso do Correio da ManhãPublication . Clemente, Marta Cristina Morgado; Santos, Rogério José de AlmeidaOs escândalos judiciais mediáticos são processos jurídicos que perduram na História como momentos de tensão, ruptura de mentalidades e, dependendo da intensidade, de mudanças legislativas. Põem ainda em confronto duas áreas fulcrais: os media e a Justiça. Num país onde proliferam estes casos é importante aferir o modo como estas estórias são apresentadas nos jornais, como é realizada a sua cobertura jornalística e quais os efeitos para os consumidores dos media. Para responder a essas indagações foi realizada uma análise de conteúdo do jornal Correio da Manhã – versão impressa e website- relativa aos processos ‘Apito Dourado’ e ‘Face Oculta’. O primeiro pôs em destaque a corrupção que defraudava o futebol, e o segundo trouxe à tona negócios realizados entre proeminentes figuras das áreas empresarial e política. A abordagem teórica foi realizada com contributos das áreas do Jornalismo, do Direito e da Sociologia, de modo a construir uma base que reflectisse os principais pontos de convergência e divergência entre actores mediáticos e judiciários, principais problemáticas inerentes aos escândalos e a influência na edificação da opinião pública. Para ter uma visão mais completa sobre o tema, o âmbito empírico foi desdobrado em dois estudos. O primeiro incide sobre a cobertura jornalística da publicação, o segundo verifica as repercussões do desempenho mediático sobre a opinião dos leitores. Os resultados demonstraram, nomeadamente, que a cobertura dos dois casos seguiu orientações sensacionalistas que geraram um sentimento negativo na sociedade e influenciaram a noção de culpabilidade/inocência dos arguidos, funcionando como julgamentos a nível mediático e na sociedade.
- The risk reporting : evidence from Portuguese CompaniesPublication . Galvão, Diogo Boto; Tavares, Maria Cristina Franco Neto de Carvalho AndradeFinancial Reporting and disclosure are potentially important measures for managers to disclose firm performance and governance to external investors. Nowadays, markets are globalized and that drives to an easier growth expansion by companies. However, this globalization meant an increase of competition and the creation of new laws by governments. On the other hand, external investors demand more information about firms. Due to the corporate failures that have occurred in the past, the confidence was broken between insiders and outsiders. Consequently, there is a need by companies to disclose more information in order to improve their image and to become more transparent. Moreover, the impacts may arise on the financial side by decreasing the cost of capital and monitoring costs. Therefore, the topic of Risk reporting and control has been receiving much attention and it is probably one of the main Risk topics that will be potentially discussed in the future. This study, examines the association between several independent variables and a single dependent variable. It was concluded that some of our independent variables namely the capital structure, the profitability and market capitalization are not associated with risks’ disclosure among the PSI-20 companies’ Index. Contrary to the previous results, we verified the Total Assets, Coverage ratio (measures the extension of risk communication), and a specific industry or event may have positive and significant relationship with the dependent variable of this study. On the second part of this study it was provided evidence about the managers’ perspectives regarding this Risk Reporting topic. Evidence is shown that managers want to allocate more resources in the future in the areas of Risk Reporting. However, it was concluded that the gap of information existent between external investors and managers will persist because those managers want to keep their level of voluntary risk disclosure. Although they have not attributed much importance to this important topic of information asymmetry (they could reduce the gap by sending information to markets), they want to help investors on their processes of investments’ decision making with the lowest possible information disclosed.
- O sacerdócio ministerial no decreto conciliar Presbyterorum Ordinis : um enquadramento historico-teológicoPublication . Joseph, Samuel Pulickal; Barbosa, David Sampaio Dias
- A nova evangelização no centro-sul de Angola : uma realidade ou um sonho?Publication . Muachia, Matias Tchimuco
- L’Oréal Paris Italia changes his communication strategyPublication . Tacchella, Lorenzo; Marcos, Paulo Alexandre Gonçalves“L’Oréal Italia Changes his communication strategy ” is a Marketing case study on a business dilemma faced by the cosmetic multinational company L’Oréal Paris Italia in 2013. It analyses the difficulties incurred in formulating a new communication strategy for an anti-wrinkle cream. The 2nd of August 2013, the Italian Antitrust Authority open a commission that inspected L'Oréal Italy for misleading advertising. The product under consideration was the new Revitalif Laser x3, a leading product in the world for L’Oréal. The advertising of this product was conveyed through the press, television, the site, radio and point of sale. In these messages a comparison was made between the results obtained with these cosmetics and those related to an aesthetic Laser treatment. The Antirust believes that the effectiveness of a wrinkle cream can never be compared to that of a laser treatment, a facelift, or even a cosmetic surgery. The Management of L'Oréal had to completely reinvent the communication strategy of the product. The main problem was that the comparison with a laser treatment was at the heart of his identity. How to communicate such a different message to the customer, without generate misleading and without falling again in the claws of the antitrust and incurring in a penalty of hundreds of thousands of euro? In this case, we will have the unique opportunity to see how a multinational company like L’Oréal not only reinvented a product, but became the number one between the anti-ageing in Italy.
- Millennium BCP rides the contactless wavePublication . Leite, Inês Fidalgo Ferreira; Marcos, Paulo Alexandre Gonçalves“Millennium bcp rides the contactless wave” is a case-study in Marketing that illustrates the business dilemma faced by this Portuguese bank, upon the introduction of contactless technology in the payments industry. By the end of 2011, payment service providers operating in the Portuguese market, including Millennium bcp, were being pushed by international brands MasterCard and Visa to facilitate the performance of contactless-enabled transactions. Due to the interdependent and multi-sided nature of the payment methods business, the strategic alignment among key stakeholders and the acceptance of contactless technology from consumers and retailers were essential to the success of any plan. Millennium bcp saw contactless as a real business opportunity and consequently decided that some strategic steps towards its implementation in the Portuguese market should be taken. After carefully analyzing the market and the contactless technology, Millennium bcp was able to narrow its strategic options to two different alternatives: addressing card holders in the first place or otherwise targeting retailers primarily. This case-study can be used as a pedagogical tool in undergraduate and graduate programs in the fields of General Management and Marketing Strategy. Indeed, it provides students with the opportunity to apply theoretical concepts and frameworks related to product innovation and introduction, such as stakeholders’ analysis, first-movers (dis)advantages and pricing strategies, to a real business context.