Publicação
German market study for The Navigator Company packaging business
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Xavier, Rute | |
| dc.contributor.author | Araújo, Inês Matos | |
| dc.date.accessioned | 2024-08-30T16:37:27Z | |
| dc.date.available | 2024-08-30T16:37:27Z | |
| dc.date.issued | 2024-07-01 | |
| dc.date.submitted | 2024-05 | |
| dc.description.abstract | The Navigator Company is studying the possibility of implementing its packaging business in the German market. In collaboration with the company, this thesis has the purpose of studying the German environment for the company to implement its packaging business segment. Firstly, it was important to exam the company, mainly its current businesses, with more depth for the packaging business. Before assessing the market, it was done a literature review based on internationalization, regarding knowledge needed, and packaging, concerning packaging solutions and trends. Since The Navigator Company only works with paper products, from wood pulp, it was analyzed: competitors, who also produce paper/carton packaging solutions from wood fibers and are already established in the country; the German market demand for paper/carton packaging products, besides statistical data and other information available, focused interviews were done to German students; and macro-economic environment factors, using the PESTEL framework. The main findings of this thesis are that Germany is a strong country to do business in, with good macro economic conditions, the paper/carton packaging market is growing, with consumers asking for environmentally friendly packaging solutions and companies looking for paper/carton to replace plastic packaging, since they have similar performance. Competition, in Germany, is strong, companies who operate in the market are well established, besides big paper packaging companies are buying other companies to reduce competition and increase their market concentration. | pt_PT |
| dc.description.abstract | A The Navigator Company está a estudar a implementação do seu negócio de packaging no mercado alemão, em colaboração com a empresa, esta tese propõe-se a estudar o ambiente alemão. Primeiramente, analisou-se a empresa, nomeadamente os seus negócios, especialmente o segmento de packaging. Antes de avaliar o mercado, reviu-se literatura sobre internacionalização, relativamente ao conhecimento necessário, e sobre packaging, soluções existentes e tendências. Visto que a The Navigator Company só trabalha com produtos de papel, originários de polpa de madeira, analisou-se: os concorrentes, que já estão presentes no país e que também produzem embalagens de papel/cartão através de fibras de madeira; a procura no mercado alemão por embalagens de papel/cartão, usando dados e informação disponível e realizaram-se entrevistas a estudantes alemães; e os fatores macroeconómicos, recorrendo à framework PESTEL. Conclui-se que a Alemanha é um forte país para fazer negócios, com boas condições macroeconómicas, o mercado de embalagens de papel/cartão está a crescer com os consumidores a pedirem embalagens amigas do ambiente e com empresas a procurarem embalagens de papel/cartão para substituir as de plástico, já que têm uma performance semelhante. A concorrência, na Alemanha, é forte, as empresas estão bem estabelecidas no mercado, para além de que grandes empresas estão a comprar outras para diminuir a concorrência e aumentar o seu mercado. | pt_PT |
| dc.identifier.tid | 203662903 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/46277 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Go-to market strategy | pt_PT |
| dc.subject | Market demand | pt_PT |
| dc.subject | Competitors | pt_PT |
| dc.subject | Macro-environmental factors | pt_PT |
| dc.subject | Germany | pt_PT |
| dc.subject | Estratégia de entrada no mercado | pt_PT |
| dc.subject | Procura no mercado | pt_PT |
| dc.subject | Concorrentes | pt_PT |
| dc.subject | Fatores macroeconómicos | pt_PT |
| dc.subject | Alemanha | pt_PT |
| dc.title | German market study for The Navigator Company packaging business | pt_PT |
| dc.title.alternative | Estudo do mercado alemão para o negócio de packaging da The Navigator Company | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão | pt_PT |