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Advisor(s)
Abstract(s)
O presente Trabalho Final de Mestrado (TFM) foi elaborado no âmbito de um Estágio Curricular efetuado na NOS-Comunicações, S.A. durante os meses de setembro de 2017 e março de 2018, na equipa de Business Analysis, departamento de Market & Customer Intelligence.
A NOS é um dos maiores grupos nacionais no domínio das telecomunicações e entretenimento, com um conjunto de soluções tecnológicas de última geração, ligadas à televisão, internet, voz e dados. No mercado empresarial possui um portefólio alargado de produtos e serviços à medida das organizações, independentemente da dimensão e do tipo de indústria onde atuam (NOS-Comunicações, 2018a).
Este estudo procura fornecer um suporte documental à equipa de gestão de clientes Corporate1 da organização, sobre as várias dimensões em que se consubstancia a atividade, funcionamento e os principais aspetos macro e microeconómicos de dois setores da economia portuguesa: a hotelaria e o retalho, de forma a que os comerciais adquiriam uma maior sensibilidade acerca da realidade e contexto das empresas, potenciais clientes-alvo e protagonistas centrais de qualquer indústria. Além disso, enumera as principais tendências tecnológicas específicas em cada um deles e analisa o posicionamento da NOS perante a hotelaria e o retalho, determinando os principais desafios e o seu potencial para a organização.
De modo a enquadrar o presente estudo no contexto académico onde se insere o TFM, foram utilizados dois importantes modelos da Gestão e Estratégia Empresarial: o Modelo das Cinco Forças de Porter, para a caracterização dos dois setores e a Análise SWOT, para o posicionamento da NOS face a estes.
O Turismo é um dos setores que mais cresce a nível mundial e uma indústria fundamental para vários países europeus, como é o caso português. A hotelaria em particular, impulsionada por este “estado de graça” da indústria turística, tem-se transformado e expandido nos últimos anos, através de um forte incremento da oferta e um desenvolvimento da procura. O setor enfrenta, contudo, alguns desafios, como o Alojamento Local, a sazonalidade e a forte concorrência (World Travel & Tourism Council, 2017).
No retalho, apesar do forte crescimento do e-commerce, a loja física continua a ser o canal que mais contribui para as receitas dos grandes retalhistas, pelo menos nos próximos 10 anos. As lojas deixaram de ser apenas um canal de distribuição e a sua proposta de valor passa também por uma plataforma de descoberta, envolvimento, experiência e interação dos clientes com as marcas e os produtos (World Economic Forum & Accenture, 2017).
Num contexto onde a competitividade é global, a tecnologia é sem dúvida a melhor forma de as empresas se diferenciarem, evoluírem e aproveitarem novas oportunidades de negócio, qualquer que seja o setor onde atuam.
This Master’s Final Assignment (MFA) is the product of a 6-month Curricular Internship at the Business Analysis team, Market & Customer Intelligence department of NOS-Comunicações, S.A., from September 2017 to March 2018. NOS-Comunicações, S.A. is one of the largest Portuguese telecommunications and entertainment groups, offering a set of state-of-the-art technological solutions related to television, internet, voice, data and movies. In the Business segment, NOS has a wide portfolio of products and services tailored to each enterprise, regardless of its size or industry (NOS-Comunicações, 2018a). This study aims to provide a documental support to NOS’ sales management team, containing an in-depth information about the Portuguese Hospitality and Retail sectors, including details about the activity, operations and the main macro and microeconomic trends, so that NOS’ sales force can enlarge their knowledge about the companies within those sectors. In addition to this, this study addresses some major technological trends of each industry and assesses NOS’ positioning in relation to the Hospitality and Retail sectors, determining the main challenges and their potential for the organization. In order to fit this MFA into the academic context, two well-known Business Management and Strategy models were used: The Porter's Five Forces Framework, to describe the hotel and retail industries, and the SWOT Analysis, to analyze the positioning of NOS vis-a-vis those two sectors. Tourism is one of the fastest growing sectors in the world and a key industry for several European countries, including Portugal. In the last few years, there has been a tremendous growth in the Portuguese Hospitality sector, leading to its rapid change and expansion, in particular through a strong growth in supply and in a development of the demand. This industry, however, faces some challenges, such as the so called local accommodation platforms, seasonality and a strong competition between the enterprises (World Travel & Tourism Council, 2017). In the Retail industry, despite the growth of e-commerce, physical stores are still key for the largest retailers, and they are expected to remain so for the next 10 years. Nowadays, Brick-and-Mortar retail is no longer just a distribution channel, but rather a platform of discovery, engagement, experience and a way that customers can interact with brands and products (World Economic Forum & Accenture, 2017). In a context where competitiveness is global, technology is undoubtedly the best way for organizations to differentiate, evolve and take advantage of new business opportunities, regardless the industry where they play.
This Master’s Final Assignment (MFA) is the product of a 6-month Curricular Internship at the Business Analysis team, Market & Customer Intelligence department of NOS-Comunicações, S.A., from September 2017 to March 2018. NOS-Comunicações, S.A. is one of the largest Portuguese telecommunications and entertainment groups, offering a set of state-of-the-art technological solutions related to television, internet, voice, data and movies. In the Business segment, NOS has a wide portfolio of products and services tailored to each enterprise, regardless of its size or industry (NOS-Comunicações, 2018a). This study aims to provide a documental support to NOS’ sales management team, containing an in-depth information about the Portuguese Hospitality and Retail sectors, including details about the activity, operations and the main macro and microeconomic trends, so that NOS’ sales force can enlarge their knowledge about the companies within those sectors. In addition to this, this study addresses some major technological trends of each industry and assesses NOS’ positioning in relation to the Hospitality and Retail sectors, determining the main challenges and their potential for the organization. In order to fit this MFA into the academic context, two well-known Business Management and Strategy models were used: The Porter's Five Forces Framework, to describe the hotel and retail industries, and the SWOT Analysis, to analyze the positioning of NOS vis-a-vis those two sectors. Tourism is one of the fastest growing sectors in the world and a key industry for several European countries, including Portugal. In the last few years, there has been a tremendous growth in the Portuguese Hospitality sector, leading to its rapid change and expansion, in particular through a strong growth in supply and in a development of the demand. This industry, however, faces some challenges, such as the so called local accommodation platforms, seasonality and a strong competition between the enterprises (World Travel & Tourism Council, 2017). In the Retail industry, despite the growth of e-commerce, physical stores are still key for the largest retailers, and they are expected to remain so for the next 10 years. Nowadays, Brick-and-Mortar retail is no longer just a distribution channel, but rather a platform of discovery, engagement, experience and a way that customers can interact with brands and products (World Economic Forum & Accenture, 2017). In a context where competitiveness is global, technology is undoubtedly the best way for organizations to differentiate, evolve and take advantage of new business opportunities, regardless the industry where they play.
Description
Keywords
Turismo Hotelaria Retalho Análise setorial Tecnologia Inovação Telecomunicações Cinco Forças de Porter Análise SWOT Tourism Hospitality Retail Industry analysis Technology Innovation Telecommunications Porter's Five Forces SWOT Analysis