69166 research outputs found
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A consulting lab on Galp-s c-store B2c marketing strategy
No full textThis project goal is to support Galp in adapting its C-Store concept to the evolving consumer
trends and increase this business’s relevance. Digitalization, personalization, and diversification
are trends that are shaping the increasingly relevant concept of convenience, which itself is
continuously evolving. To understand how to leverage Galp’s C-Store value proposition, a
market analysis, with a benchmark and best practice’s identification, a customerprofile analysis,
including the identification of personas, and a concept testing and validation have been
conducted within this project. The outcomes are four recommendations, two of whichboth an
MVP and a Pilot Test are suggested
The intersection of cultural and structural obstacles to female labor force participation in the Mena region
No full textThe MENA region has seen considerable progress in gender equality in the areas of education and health.
However, women’s participation in the labor force remains the lowest worldwide, a discrepancy called
the MENA paradox. This paper builds upon explanations offered by previous scholars who allocate the
low female labor force participation rates to either cultural impediments or structural obstacles by ex amining the interplay of the two. Employing a qualitative case-study method, the study finds that cultural
aspects, and in particular the gender stereotypes rooted in MENA’s patriarchal culture and prevailing
religious norms, influence structural barriers, and impede effective structural progress. By emancipating
both men and women from these deep-seated cultural beliefs about the role of women as caregivers and
men as breadwinners, this paper argues that not only cultural barriers to female labor force participation
can be overcome, but tangible change through structural reforms can be created
Evaluating generative artificial intelligence tools and their applicability in the current digital marketing industry
No full textThis thesis investigates the application and potential of generative AI tools in digital marketing, focusing
on small to mid-sized agencies. It provides an in-depth analysis of content generation tools, their
practicality, and their impact on the industry, supplemented by field research involving an Australian
start-up. The study also offers a practical implementation guide for these agencies, highlighting the
importance of staying agile in this rapidly evolving landscape. The findings present implications for
businesses seeking to leverage AI technology and offer strategic recommendations for future adoption
Changing the perception and relation of Gen Y And Z luxury customers regarding leather products, through brand management
No full textThis study explores the correlation between brand identity and brand image in the leather luxury
market, focusing on Gen Y and Z as the main future buyers. Through the literature review, the
knowledge acquired during the IBP, and eight interviews with leather luxury customers, it was
possible dive deeper into customer's expectations for the market. Three recommendations were
proposed to brand managers. Firstly, there should be a prioritization of an omnichannel approach
to the customer decision journey. Secondly, Traceability as a crucial element for customers at every
stage of the customer journey. Finally, Brand managers should consider the possibility of
refocusing the brand identity within the leather luxury brand's portfolio
A consulting lab on grupo Ageas Portugal´ value proposition on remote work and relocation to provide people and companies workplace flexibility in a new remote era
No full textThe current project concerns the conception of a value proposition for people and
companies in a new remote era, namely aiding Grupo Ageas Portugal in developing targeted
products or services. An extensive market assessment, the identification of the primary needs
and pain points of the considered stakeholders, as well as a value proposition design, are the
significant steps taken in the approach. The project's outcome is divided into a high-level value
proposition for companies and an in-depth value proposition targeted at digital nomads,
finalized by a proposed pilot project and a set of recommendations.
Keywords: Strategy Consulting, Strategy, Portugal’s countryside development, Digital
Nomads, Remote Work, Relocation, Value Propositi
E-Biorn - the future of biobatteries for E-Skin applications: marketing, customer & sales strategy
No full textE-Biorn is a new startup which aims to revolutionize the E-skin market through its biobattery,
the CollBatt. This work project section encompasses the market analysis, customer analysis,
marketing, and sales strategies for the ‘E-Biorn’ company and is part of a larger collaborative
paper. The market was analyzed based on existing solutions and future trends within the low voltage-wearable technology battery field. Interviews with users of wearable medical devices
were conducted to create personas for the E-biorn product. A pricing strategy was developed
in collaboration with the Product and Finance departments, while B2B2C marketing
strategies were developed in tandem with the business goals of the whole company mind
How to grow Mateus business in Spain, focusing on activating critical summer spots - developing segmentation, targeting, and positioning 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
The role of Csr and experiential events in shaping consumer perceptions and behavior in shopping malls
No full textThis thesis explores the synergistic impact of Corporate Social Responsibility (CSR) and
event marketing on consumer behavior in shopping malls. Through a combination of
literature review, business project research, and case studies of Santana Row and Mall of
America, the findings of the study support how CSR-focused events enhance customer
satisfaction, trust, and loyalty, leading to increased footfall. The findings suggest that
integrating CSR into event marketing creates a powerful synergy, reinforcing the positive
effects of both strategies. Recommendations for future research and practical implications for
shopping mall management are also discussed, highlighting the importance of effective
communication and diverse event offerings
A strategic brand audit gap analysis: a case study of the beer brand perone in Germany
No full textThis paper uses current literature and empirical data to create a brand audit gap analysis for the beer brand Peroni in Germany. Utilizing Keller’s Customer-Based Brand Equity (CBBE) model, the study identifies significant gaps between the positioning and consumer perceptions. Key findings highlight deficiencies in brand awareness, image, and loyalty, calling for future strategic alignments. The conclusion offers actionable insights for Peroni to improve market alignment and consumer engagement, calling for more centralized marketing campaigns and strategic partnerships. Limitations include reliance on secondary data and a small sample size, suggesting future research should expand primary data collection and longitudinal studies
consulting lab: optimizing indie campers´ protection plans strategy from a revenue management perspective
No full textThe recreational vehicle (RV) rental market is growing steadily. Indie Campers, founded in
Portugal in 2013, provides RV rental and sales services. From a revenue management
perspective, the goal of this project was to enhance Indie Campers’ online booking experience
and ancillary product strategies for the rental business unit. This optimization aimed to elevate
Indie Campers’ e-commerce capabilities, fostering increased revenues. Embracing Indie
Campers’ preference for an empirical testing approach, the team developed practical strategic
recommendations to refine the booking experience and the communication, pricing, and
product strategies for ancillary products, the latter including distance packages, extras, and
protection plans