69166 research outputs found
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How to grow the Offley Port wine brand in Belgium leveraging its legacy - developing the communications plan for Offley in Belgium
No full textThe Belgian market is fiercely competitive, where alcohol brands strive against the
trending decline in consumption, and the Port wine brand Offley is no exception. As part of
the strategic marketing solution to grow Offley brand in Belgium, market research was
conducted to sustain the solution that positions Offley in the spirits/apero drinking moment,
boosting innovation across Offley’s STP, brand, and 4Ps marketing mix while keeping the
legacy of Offley’s Baron of Forrester alive. Lastly, this report focuses on designing an
integrated marketing communications campaign to reposition Offley in the aperitif drinking
moment, through the development of a 3-year long marketing communications plan
Talent retention and churn management in Portugal management consulting industry
No full textThis work project aims to analyze the factors that contribute to talent churn in the
management consulting industry and develop actionable recommendations to enhance talent
retention. This is an especially pressing topic for this industry given its already high but
accelerating churn rates. The methodology of the paper relies on semi-structured qualitative
interviews of Human Resources and (ex-)consultants from management consulting firms in
Portugal. The findings of the paper highlight the contrasts between (ex-)consultants’ reasons
for resigning against the perceived problems from an HR perspective, such as the disparate
perceptions of the importance of work-life balance and career prospect
A consulting lab on cellnex-s market entry strategy into the Portuguese lot-based smart farming market: roadmap to success with tailored recommendations
No full textThe project developed below focuses on the creation of a complete Market Entry
Strategy for Cellnex to tap into the Portuguese IoT-based Smart Farming Market. The final
objective is to support Cellnex in doing a successful new market entry. An in-depth market
analysis was conducted using multiple methods, such as field visits that played the most
relevant role. The most relevant players were identified, and an international benchmark was
developed. The hypothesis was formulated based on the initial research and was later validated,
which resulted in a set of recommendations. The recommendations are integrated into a
cohesive Market Entry Strateg
Determinants Of Multistakeholder partnership success in policy initiatives: a case study of Bnp paribas Portugal
No full textThis thesis investigates the determinants of multistakeholder partnership success in policy initiatives, inspired by and adding value to BNP Paribas Portugal’s “Race Towards 2.3 Tons of CO2 per Person by 2030” Business Project. Utilising qualitative methodologies, including comprehensive literature reviews and in-depth interviews, this study identifies key factors for ensuring success in multistakeholder partnerships. The research led to the development of an Integrated Model for Multistakeholder Partnership Success (IMSPS). The findings provide actionable recommendations for ensuring the effectiveness of such partnerships, highlighting the importance of a shared vision, effective governance structures, strategic resource allocation, continuous learning mechanisms, and sustained stakeholder engagement
How luxury fine Jewelry brands can preserve their luxury essence while incorporating customers´ sustainability expectations
No full textThe underlying business project explored the alignment of luxury with sustainability
for Cartier. Incorporating customers’ sustainability expectations in luxury brands has gained
importance, which can contradict established luxury approaches. With multiple holistic case
study research, this work project extends the business project. Focusing on luxury fine jewelry
brands, it examines, what determines their luxury essence, how customers express their
expectations, how brands evolve their sustainability practices, and how they can preserve their
luxury essence while adapting to customers’ demands. The findings advise working with
sustainable materials for jewelry, creating extraordinary pieces, communicating actively, and
providing an exclusive purchase experience
Venture development in biomedical advances: transforming cardiovascular surgery with arachidonic acid micro encapsulation - scientific foundations and business concept
No full textThis Master's thesis presents a business plan developed as part of a group project, focusing on
the venture development of an innovative approach to reduce postoperative bleeding — a critical
healthcare challenge with substantial health, social, and economic implications. It proposes
preoperative supplementation with microencapsulated arachidonic acid (AA) based on recent
research that correlates higher levels of AA with a reduced risk of bleeding. Within the broader
scope of the group's thesis, this contribution explicitly addresses the scientific foundations and
the business concept of the proposed venture
M A R - an innovative collagen solution to redefine the future of wellness while protecting marine ecosystems: competitive advantages, product portfolio & development
No full textWithin the “Building Companies Based on Science” field lab, the objective of this work project
is to create MAR, a start-up company that offers innovative collagen supplements, capitalizing
on a proprietary collagenase sourced from marine bacteria, a groundbreaking innovation
attributed to Dr Elin Moe. This enzyme degrades collagen from tuna skin, yielding unique
collagen peptides with significant commercial value. Thus, I aim to analyse the competitive
advantages of these peptides and strategically integrate them into innovative collagen
supplements, contributing to formulate a visionary business plan for MAR, that will redefine
one’s relationship with their skin
Strategic analysis of uniquemark: the market entry of an innovative assay marking technology - promotion strategy
No full textThe project aims to design a comprehensive market entry strategy to successfully launch
UniqueMark, an innovative hallmarking technology, into the market. This Work Project intends
to assist Imprensa Nacional Casa da Moeda (INCM) in developing a strategic business plan,
leveraging the technology’s value proposition and market opportunities. Internal and external
analysis, incorporating best practices and concept testing, are the key phases of the
methodology. The findings focus on the promotion sphere that led to the recommendation of a
customized strategy tailored to the firm’s needs. Further research was suggested to better
implement the final recommendations
How to grow Mateus business in Spain, focusing on activating critical summer spots - developing the pricing strategy for Mateus in Spain
No full textThis project aims to develop a marketing strategy that addresses the research question "How to
grow Mateus's business in Spain, focusing on activating critical summer spots”. To address the lack
of differentiation in the fragmented Spanish wine market, a tailored positioning for Mateus in Spain
is proposed based on qualitative and quantitative research. First, the STP process is used to identify
the most attractive target group with the greatest potential. Based on this, an updated brand identity
and marketing mix tailored to the Spanish market are developed. Finally, a communication strategy
is presented underlining the new positioning