Celeste, PedroMartins, Sofia Cruz2012-02-162012-02-162011http://hdl.handle.net/10400.14/7891Title: Well’s New Services Implementation Author: Sofia Cruz Martins Changes on the pharmaceutical industry on the last years brought many changes to a market where pharmacies are the main players. With OTC liberalization an exponential growth of para-pharmacies within the Portuguese market was verified. Well’s – a Sonae insignia – experienced an exponential growth and became the main player on the para-pharmacies market. Well’s Sáude and Well’s Óptica stores broad offer became even more comprehensive with the new strategic approach to incorporate audiology, esthetical and nutrition services on their offer. The dissertation focus on those services implementation by analysing the strategic decision made on how to enter the market, whether develop it integrally or follow an outsourcing approach with an experienced and trustful partner of the industry, and how to develop and present quality services to the market. The services introduction aims be complementary to Well’s core business and trigger cross-selling activities with two important existing business areas (skin care products and weight-loss/food supplements) that along with optimizing exiting store space and offering a more comprehensive offer to its customers defines Well’s goals for these services.engmaster thesis