Browsing by Issue Date, starting with "2016-02-15"
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- Strategies to increase out-of-home consumption of Compal : the main meal challengePublication . Freire, Margarida Xavier Carrilho Santos; Celeste, PedroCompal is the leading Portuguese juices and nectars brand created in 1952, responsible for a market share superior to 70%. The brand belongs to the group Sumol+Compal, which is a beverages Portuguese company that resulted from the merger of two strong players in the Soft Drinks market: Sumolis and Compal. In Portugal, beverages intake mostly occurs during lunch and dinner. However, Compal’s consumption is higher during light meals: breakfast and afternoon snack. Therefore, the entire dissertation revolves around this opportunity faced by the brand: how can Compal change consumers’ habits and increase its consumption levels during main meals in the HORECA (hotels, restaurants and cafes) channel, without jeopardizing its core consumption occasions? The present dissertation provides a broad overview of relevant marketing topics of brand equity, positioning, repositioning, consumer behavior in the soft drinks market and communication strategies in a Literature Review. Additionally, a Case Study is also present with a Teaching Note, where instructions are provided for in-class discussion, and a Market Research, which includes an In-depth interview to Compal’s marketing manager, two Focus Groups and an Online Survey. Results of this dissertation suggest that Compal needs to create a different juice concept to convince Portuguese consumers that J&N are proper for main meals, with the help of in-store lunch promotions targeting students and employees, and higher distribution in restaurants and hotels.
- L'Oréal Portugal : a digital challenge for the active cosmetics divisionPublication . Ascenso, Francisco Nogueira Seco; Celeste, PedroThis thesis focuses on a topic which comes from the digital development of the pharmaceutical sector in the Portuguese market. L’Oréal, a multinational company, and worldwide leader in the cosmetic market has to deal in Portugal with challenges which are associated to the Portuguese context. Linked tightly with the overall Portuguese context, the pharmaceutical sector is starting to face new challenges associated with new trends observed in the market. Digital is one of those trends. Considering the example of other sectors and markets, the pharmacists’ opinions and the knowledge from different players in the market, this dissertation will study the impacts that a sudden digital development of the sector (mainly centered on the company’s clients) might have on the L’Oréal Portugal Active Cosmetics Division business. The main conclusions presented in this paper are related with the fact that although L’Oréal has some tools to leverage in case of a digital development of its clients there are a lot of possible developments which can bring risks and, at the same time, opportunities for the company. To conclude, with this paper, the reader will be able to understand how a sector, which traditionally shows little change and innovation, can represent and create situations for giant players to stop, analyse and rethink their strategy.
- Gravidez após sucesso de técnicas de procriação medicamente assistidaPublication . Vieira, Filipa de Andrade Oliveira Pinto; Xavier, Maria Raúl Andrade Martins LoboO principal objetivo do presente estudo é perceber a vivência da gravidez e explorar a presença de sintomatologia ansiosa e depressiva num grupo de casais (homem e mulher) cuja gravidez resultou do recurso a técnicas de procriação medicamente assistida (PMA). Os instrumentos utilizados para a recolha de dados foram, no caso das mulheres, a Escala de Atitudes sobre a Gravidez e a Maternidade (EAGM), e no caso dos homens a Escala de Atitudes sobre a Gravidez e a Parentalidade (EAGP). A Escala Hospitalar de Ansiedade e Depressão (HADS) foi também utilizada para ambos os pais. Os principais resultados mostram que existem diferenças significativas entre os participantes deste estudo e da população em geral em algumas subescalas dos instrumentos referentes às atitudes sobre a parentalidade (EAGM e EAGP). Relativamente às subescalas da HADS, em relação à depressão não foram encontrados sintomas depressivos, já em relação à subescala ansiedade, foi possível identificar dois participantes do sexo masculino e seis participantes do sexo feminino com sintomas ansiosos. Não se verificaram diferenças significativas em relação às subescalas da HADS entre mulheres e homens. Foram também encontradas correlações positivas entre algumas subescalas das atitudes sobre gravidez e a parentalidade (EAGM e EAGP) e as subescalas da HADS.
- How does knowledge affect the internationalization process of a company in a new market ?Publication . Guerreiro, Pedro Leitão; Léglise, LaureThis dissertation analyzes the influence of knowledge in the internationalization process of a company, focusing on the range of existing knowledge and its impact on the different stages of internationalization. The study includes three interviews to a top manager working for COBA since 1993. Knowledge can derive either from education or experience. Findings show that a proper usage of the different types of knowledge is fundamental to reach success during internationalization, with special concerns regarding the company’s lifetime when starting internationalization, and the industry involved. Moreover, the implementation phase of the internationalization process is the one where the influence of knowledge is more felt. The clash with reality can highlight existent flaws of previous decisions made; being crucial the impact of knowledge to enrich the turnaround capacity demanded for a company to re-adapt strategies. The retention of knowledge is considered crucial to preserve the major internal competences, specially leading to competitive advantages when facing external markets, with higher internal levels of uncertainty. Regarding the relation of COBA with the topic addressed in this dissertation, the main conclusion demonstrates a lack of internal awareness about the impact of knowledge in the internationalization process, despite its occurrence. The final goal is to reach findings appealing for future literature, as well as to create the awareness of organizations about this reality, leading to a better usage of the different types of knowledge during all the phases of internationalization.
- Alpargatas S.A. : equity valuationPublication . Morais, Rogério Paulo Oliveira de; Martins, José Carlos TudelaAlpargatas S.A. is the largest footwear manufacturing company in Latin America and aspires to become a global company of desired brands in the footwear, apparel and accessory industries, under the brand names Havaianas, Osklen, Topper, Rainha, Dupe, Mizuno, and Timberland (the firm owns the license of the two last brands to operate in Brazil). The present dissertation was developed by Rogério Paulo Oliveira de Morais and aims to value an equity investment on Alpargatas S.A. (ALPA4 BZ). The valuation model implemented to compute the fair value of ALPA4 results from an extensive literature review on the subject, as well as an extensive analysis of the company and the industry. As a result, the model is based on a two scenarios DCF supported by a Relative Valuation. The target price estimated is of R$ 8.98 per share, which implies a upside potential of 23.8% and results on a “BUY” recommendation. In the end, the results will be compared to the ones obtained by the Itaú BBA Equity Research team in the 27/11/2014 report.
- Corporate usage of economic diplomacy : a case study of a trade mission between Portugal and ColombiaPublication . Pizza, Sebastian Andres Botero; Reis, Ricardo Ferreira; Cardeal, Nuno César de Jesus GuerraThis dissertation proposes to improve the understanding of one common Export Promotion Program, trade missions. This is a concept that has not been investigated deeply, at least in the developing countries. A review of the recent literature regarding the topic is done, focusing on the effectiveness of this kind of diplomacy politic. But measuring the effectiveness is not an easy task and even if there are some authors that have already done it, there is not a clear process of how companies could undertake for evaluating the real impact of a trade mission. And sometimes other important players, who are the actual organizers of the mission do not have clear guidelines for evaluating the effectiveness of the trade mission. In this case study, through primary and secondary data collection, there is an investigation of the actors that participated in a specific inverse mission between Portugal and Colombia in November 2014. This mission was a small one that included members of seven Colombian companies that decided to visit Portugal with different intentions and objectives. By interviewing the companies and the organizers the results and effectiveness of the mission were measured. The findings suggest that the effectiveness of a trade mission depends on the objectives that each of the participants have for being part of it; the main expectancy would be to do any kind of monetary negotiation but that is not the only way of how the members of the mission measured it as a successful or a not successful one. This thesis could be seen as a first effort studying a specific mission between a Latin American and a European country; this is why, it is expected to be an input for further research on the topics of international diplomacy and trade.
- Moçambique 20 anos de paz, que desafios para a sua manutenção e consolidação?Publication . Langa, Lisa Mónica Martinho; Ramos, Gen António FontesEsta tese tem como objectivo principal analisar os desafios existentes no cumprimento dos protocolos acordados e assinados para a paz em Moçambique. De facto, apesar de terem passado mais de 20 anos desde a sua assinatura, mantem-se um clima de instabilidade e de desconfiança com acusações mútuas entre os protagonistas do Acordo Geral de Paz, levando a crer que a reconciliação ainda não é efectiva e completa. As relações entre estes protagonistas tendem a deteriorar-se à medida que o tempo decorre, algo que os moçambicanos esperavam que acontecesse ao contrário e que existissem hoje mais sinais de maturidade política, e de entendimento na busca da paz, e não o exacerbar de tensões ou o regresso da violência. O que é nefasto para o país, numa altura em que a descoberta e exploração de recursos minerais podem catapultar o nosso desenvolvimento colectivo, se formos capazes de criar um ambiente de paz e tranquilidade social. Nesta pesquisa procuraremos identificar alguns dos desafios a serem ultrapassados para que seja possível vencer as dificuldades actuais e o país possa viver efectivamente a verdadeira paz, socialmente reconciliado, num processo de manutenção constante dos valores da paz. E que os políticos moçambicanos levem a sério e com responsabilidade o processo de busca constante da paz de Moçambique, como um todo, deixando de lado os seus interesses exclusivamente particulares e perdendo de vista a sociedade no seu geral. A paz é um bem incomensurável para todos os moçambicanos. Quem sempre vai sair a ganhar com paz em Moçambique são os próprios moçambicanos, portanto é também dever destes mesmos moçambicanos participar nesse esforço constante que vai desde as pequenas atitudes às acções ao mais alto nível para se construírem alicerces da paz, ultrapassarem os desafios que possam ir surgindo na vida política e na sociedade e que sempre se privilegie o diálogo e a reconciliação neste processo.
- Hair styling industry : the responsiveness of portuguese male consumers : Studio Line case studyPublication . Sá, Margarida Lisboa Martins Vieira de; Celeste, Pedro Manuel Amador RodriguesThis dissertation provides an overview on relevant marketing-related subjects such as brand personality, positioning, consumer behaviour and communication through the analysis of a case study on Studio Line by L’Oréal Paris in Portugal, a Hair Styling brand targeted at the male market. The case study starts by presenting the Hair Styling market in both Europe and Portugal in particular, its evolution and the current barriers and opportunities. Then Studio Line is presented, its evolution, current strategy, positioning and place in the market, both in terms of sales and portfolio. The whole dissertation aims to answer a challenge the brand faces today: How can Studio Line, being the market leader, increase the penetration of Hair Styling in the Portuguese male market? This challenge arises from a constant negative trend of this segment in the Portuguese market, presenting a penetration rate that is half of the European average. Results of the analysis of the Portuguese male market are presented and its implications for Studio Line’s strategy are discussed. The dissertation finishes with a Teaching Note, where scholars can find the case study summarized and instructions on how to apply it in a classroom setting.
- Adega Mayor : improving positioning for sustainable growthPublication . Orvalho, Filipe Guerreiro; Celeste, Pedro Manuel Amador RodriguesConsumers’ behavior and characteristics have been constantly adapting to current lifestyle, with inevitable repercussions in the wine industry. Actually, the extremely traditional drinking associated with wine is suffering enormous alterations, which imply the urgent restructuring of wine brands’ strategy. In the specific case of Adega Mayor, founded in Campo Maior by Comendador Rui Nabeiro, the brand had already reached an admirable position in the Portuguese wine market. However, the company claims that the brand values had not been yet perfectly transmitted to customers. Adega Mayor is considering restructuring its distribution and pricing strategy, while aiming to enlarge brand awareness, essentially through differentiated communication. As a result, it emerges the need for a Market Research, in order to investigate wine consumption habits and peoples’ perceptions of the general industry, complemented by an accurate analysis of Adega Mayor specific customers. The results will be interpreted and several suggestions are expected to be addressed to the company. The strong perception of Adega Mayor’s medium-high pricing strategy results in recommendations towards giving up from introducing a penetration sub-brand. Moreover, intensification of the brand distribution along the hyper/supermarket channel is additionally suggested. Finally, some activities are proposed in order to promote brand awareness, particularly among younger segments. Concerning communication, it is incentivized the current emotional approach, especially through emphasis on Alentejo associations or by highlighting brand’s “enoturism” experiences.
- Entreposto Group : taking decisions in an international contextPublication . Coelho, Frederico Ferreira; Cardeal, Nuno César de Jesus GuerraThe present thesis explores the challenges of Entreposto Group in the four geographical regions where it develops activities: Portugal, Mozambique, Brazil and East Timor. Entreposto is an international company with businesses in diverse sectors, such as the automobile industry, real estate, information systems or tourism. The intrinsic complexity of managing such an extensive and diverse business portfolio is the main aspect explored in this thesis. Furthermore, in recent years, Entreposto Group faced problems in Portugal, Mozambique and Brazil, which were different by nature, but required similar actions from the mother company. As a teaching tool, the present case gives the opportunity to apply strategic frameworks and explore theoretical concepts such as internationalization and diversification, which will help to explain and address answers to the problems shown in the case study. This document is divided in two parts: the case studies and the teaching notes. The first one presents the company, explores recent events and it also includes exhibits. The second part states the objectives of the case study, includes the relevant theory and develops answers to seven assignment questions, posed by the case study.