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Advisor(s)
Abstract(s)
The thesis that is hereby presented in the form of a case study aims to address the challenges
faced by the Portuguese company Science4you, S.A., upon creating a new product line focusing
technology products, particularly tablets and smartphones. The thesis is divided into three parts:
case study, literature review and teaching notes which can be used as an educational tool in
undergraduate or graduate programs.
Formed in 2008, Science4you, S.A. is a company dedicated to the development, production and
marketing of toys, as well as birthday parties, holiday camps, training courses and scientific
animation.
Despite not having carried out any market research in concrete, by the end of 2013,
Science4you decided to develop a new line of technology products for children (tech4you).
Such decision resulted from the company perception that the market lacked this kind of
products, which target the needs of children and address parental concerns.
The business strategy followed by Sience4you, and the analysis of the strategic option
mentioned, constitute interesting topics for discussion which can be reviewed in a strategy
course and supported by theoretical concepts proposed in the literature review.
The proposed reflection focuses primarily on the analysis and evaluation of the business
strategy, including the strategic option of developing a new line of technology products, thus
providing recommendations for alternative strategic paths for the future.