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Advisor(s)
Abstract(s)
O número de talhos em Portugal tem vindo a decrescer há vários anos, devido à crescente
influência das grandes redes de supermercados, como o Continente e o Pingo Doce. Além de
oferecerem uma vasta gama de carnes embaladas, estes supermercados disponibilizam
igualmente, na sua grande maioria, serviços de atendimento personalizados, como sucede nos
talhos tradicionais de rua.
Com a recente recessão económica, temos assistido à perda de poder de compra por parte de
diversos consumidores, que optam, cada vez mais, por hard discounts, como o LIDL e o Aldi.
A entrada de novos players no mercado português, como a Mercadona, o líder de mercado
espanhol, aumenta ainda mais a pressão e faz-nos querer desenvolver a área de negócio do
talho, de forma a potenciar os seus resultados, tornando-o líder de mercado.
Deste modo, este estudo tem como objetivo analisar a importância do Marketing no
desenvolvimento do talho e contribuir para a alteração das perceções negativas de que o talho
do grupo SONAE tem sido alvo.
Através da análise do contexto interno e externo, conseguimos perceber que o Pingo Doce é
líder de mercado no talho, com insígnia com maior quota e também com o maior Net Promoter
Score (NPS) e é também percecionado como supermercado com as melhores promoções e com
o melhor talho. Contudo, a Sonae tem vindo a melhorar os seus indicadores.
O crescente foco e investimento numa estratégia de Marketing têm aumentado o crescimento
do talho a longo prazo.
The number of butchers has been declining for several years, largely due to the growing influence of large supermarket chains such as Continente and Pingo Doce. In addition to offering a wide range of packaged meats, these supermarkets also offer a personalized service, as we can see in traditional street butchers. Due to the recent economic recession, we have witnessed losses of purchasing power from several consumers, who increasingly choose supermarkets with hard discounts, such as LIDL and Aldi. The entry of new players in the Portuguese market, such as Mercadona, the Spanish market leader, increases the pressure even more and makes us want to develop the butcher's business area, in order to maximize its results, making it the leader in Marketplace. Thus, this study aims to analyze the importance of Marketing in the development of the butchery and contribute to changing the negative perceptions that SONAE´s butcher shop group has been targeting. Through the analysis of the internal and external context, we are able to perceive that Pingo Doce is the market leader in the butcher shop, with the highest share brand and also the highest Net Promoter Score (NPS) and is also perceived as a supermarket with the best promotions and the best butcher. However, Sonae has been improving its indicators. The growing focus and investment in a Marketing strategy has increased the butcher's longterm growth.
The number of butchers has been declining for several years, largely due to the growing influence of large supermarket chains such as Continente and Pingo Doce. In addition to offering a wide range of packaged meats, these supermarkets also offer a personalized service, as we can see in traditional street butchers. Due to the recent economic recession, we have witnessed losses of purchasing power from several consumers, who increasingly choose supermarkets with hard discounts, such as LIDL and Aldi. The entry of new players in the Portuguese market, such as Mercadona, the Spanish market leader, increases the pressure even more and makes us want to develop the butcher's business area, in order to maximize its results, making it the leader in Marketplace. Thus, this study aims to analyze the importance of Marketing in the development of the butchery and contribute to changing the negative perceptions that SONAE´s butcher shop group has been targeting. Through the analysis of the internal and external context, we are able to perceive that Pingo Doce is the market leader in the butcher shop, with the highest share brand and also the highest Net Promoter Score (NPS) and is also perceived as a supermarket with the best promotions and the best butcher. However, Sonae has been improving its indicators. The growing focus and investment in a Marketing strategy has increased the butcher's longterm growth.
Description
Keywords
Sustentabilidade Comportamento do consumidor Processo de tomada de decisão Tendências de marketing no consumo Canais de distribuição Sustainability Consumer behavior Consumer journey Marketing tendencies on consumption Distribution channels