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1
Turnbull, Elwin Donald, of Western Sydney Hawkesbury University e Faculty of Agriculture and Rural Development. "Developing the Australian lamb industry using action research". THESIS_FARD_XXX_Turnball_E.xml, 1993. http://handle.uws.edu.au:8081/1959.7/84.
Testo completoAbstract (sommario):
This document reports on the rationale for and results of using action research in order to facilitate development of the Australian lamb industry. The contexts of this research were: a lamb industry that had declining consumption; producers were slow to change to the production of new style of lamb which more closely aligned with consumer trends towards lower fat and convenience foods; and major changes in research funding criteria, towards projects with measurable impacts upon industries. The perspective taken in this research was that the production and marketing of lamb is essentially a human activity. Action research was effective in providing a methodology for working with extension and research officers using focus group meetings with lamb producers in South Eastern Australia. The key activity was the creation of an environment for a rich social discourse between industry people, focussing on establishing suitable processes and relationships within the industry. Valuable resources consisting of current industry skills, knowledge and institutions were utilised through this project for the benefit of the industry. This project illustrated a role for action research as an effective way of facilitating learning and communication in the lamb industry. The impact of the project was limited because the activities were confined to the production end of the marketing channel. The research helped the author to develop a deeper understanding of participatory action research and the close linkage between learning and self image. The experience of conducting the research validated the importance of the group dynamic in action research and the difficulty that individuals and groups have in matching actions with espoused theoryMaster of Science (Hons)
2
Peñafiel, Pilar, e Ricardo Ávalos. "Socks Lab". Tesis, Universidad de Chile, 2017. http://repositorio.uchile.cl/handle/2250/147792.
Testo completoAbstract (sommario):
TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETINGPilar Peñafiel [Parte I], Ricardo Ávalos [Parte II]
Existe un tiempo limitado para reflejar y representar el estilo personal. La moda se ha vuelto una forma de representarse e individualizarse y los accesorios dentro del vestuario de las personas han tomado cada vez más protagonismo, ya que la gente busca diferenciarse y expresarse a través de los pequeños detalles como la corbata, lentes, colleras, cinturón e incluso relojes. Hoy el mundo corporativo exige en su mayoría atenerse a un código de vestimenta bastante acotado, por lo que los accesorios se han convertido en modos de individualizarse. Es por esto que cada vez más en lugares de todo el mundo se ha visto un crecimiento en el uso de accesorios anteriormente nombrados, viéndose desarrolladas cada vez más de estas categorías, partiendo por la categoría de relojería, corbatería, cinturones, lentes son categorías ya maduras con gran cantidad de actores participantes y donde el precio promedio se ha visto incrementado durante los años gracias a la innovación tanto en materiales de producción como en diseño. Algo similar se espera por parte de la categoría de los calcetines, si bien esta categoría representa un mercado maduro, que durante muchos años no creció y la mayor innovación fue de parte de las marcas deportivas desarrollando calcetines distintos por tipo de deporte (ejemplo Running y Fútbol). Finalmente se crea una nueva subcategoría que remece esta categoría con baja innovación e involucramiento por parte de los consumidores. En base a esta oportunidad y al fanatismo por esta prenda por parte de Ricardo, funda su propia empresa y crea la marca Socks Lab (que viene de Laboratorio de Calcetines) donde se busca desarrollar distintos tipos de calcetines para las personas de hoy enfocado en crear diseños lúdicos y entretenidos con elementos del día a día o elementos icónicos. Socks Lab ofrece la oportunidad de realizar un statement sutil de su personalidad y de diferenciarse del resto ofreciendo un producto de consumo masivo con diseños únicos diseñados en Chile. Socks Lab permite a las personas reflejar su estilo e individualidad a través de un producto innovador, con diseños creativos. Es una invitación a dejar los calcetines aburridos y atreverse a impresionar a colegas y amigos. En este Plan de Marketing abordaremos la subcategoría de los calcetines con diseño con principal enfoque en el primer año de lanzamiento de la marca en Chile, sus canales de distribución a desarrollar, producto y desarrollo comunicacional.
3
Bihelerová, Judita. "Market Entry Strategy for LEDON Lamp GmbH". Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76323.
Testo completoAbstract (sommario):
The main goal of this thesis is to set up a vital and pertinent marketing strategy for LEDON Lamp GmbH to enter the UK market with its innovative product. In order to approach the problem correctly, a review of the existing theoretical literature was performed, based on which a thorough secondary and primary research was carried out. The findings include a detailed description of LEDON Lamp GmbH and the UK market, the characteristics of the main competitors, their products and other competing technologies, the possible distribution channels and it also includes a part dealing with the characteristics of British consumers. Furthermore, the research findings are analysed using the tools introduced in the theoretical part of the thesis. Based on those findings and the analysis performed, a market entry strategy and a complete marketing mix are introduced.
4
Kalendová, Kateřina. "Analýza marketingové komunikace konzultantské společnosti Image Lab s.r.o". Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15465.
Testo completoAbstract (sommario):
Many companies nowadays apply themselves to company trainings and consulting. It is a very profitable field for enetrprise and that is also why there is such a huge competition. Because the product is services, which are intouchable, impossible to test, it is more about good marketing.Communication with customer and continual contact with him is essential. In the thesis there was realised and assignemet of the marketing communication of the Image Lab s.r.o. company. From the results it is clear, that it is necesarry to monitor customers satisfaction and to find out their needs and wishes.
5
Valderrama, Meléndez Jorge Luis, Soto Alexandra Nicole Ferreyros e Cabanillas Diana Carolina Orrego. "Elaboración de un plan de marketing con enfoque experiencial para una cafetería de especialidad de Lima Metropolitana: Caso NEIRA CAFÉ LAB". Bachelor's thesis, Pontificia Universidad Católica del Perú, 2019. http://hdl.handle.net/20.500.12404/15375.
Testo completoAbstract (sommario):
La presente investigación tiene como objetivo principal diseñar un plan de
marketing con enfoque experiencial para la promoción de marca de Neira Café Lab que
esté alineada a sus objetivos organizacionales.
Las expectativas y gustos de los consumidores han obligado a las
organizaciones a estar más pendientes de cómo quieren que sus usuarios vivan cada una
de las experiencias; desde el sector de cafeterías de especialidad se ha evolucionado a la
tercera ola del café, la cual busca brindar a sus consumidores una experiencia más
integral buscando dar visibilidad a todos los actores de la cadena de valor. Neira Café
Lab no es ajeno a esto al ser un actor dentro del sector; sin embargo, hasta el momento
no ha logrado realizar una planificación adecuada sobre las actividades que realiza, lo
que no le permite sacar mayor provecho de las fortalezas con las que cuenta.
A raíz de esta problemática se realiza un diagnóstico de la situación actual
considerando a los principales actores del sector (colaboradores, competidores,
especialistas y consumidores). A partir de ello, considerando los tipos de experiencia
que la cafetería busca generar en sus consumidores, se inicia la construcción del plan de
marketing con objetivos cuantitativos y cualitativos relacionados a las ventas, la
experiencia en la cafetería y la notoriedad de marca. De esta manera, se presenta un plan
táctico con enfoque experiencial tomando en consideración el mix de marketing de
servicios que permite alcanzar los objetivos propuestos.
Buscando que el proyecto contribuya con la toma de decisiones de la
organización, se realiza una investigación - acción práctica donde el dueño participa
activamente en diferentes etapas.Trabajo de suficiencia profesional
6
Turnbull, Elwin D. "Developing the Australian lamb industry using action research". Thesis, 1993. http://handle.uws.edu.au:8081/1959.7/84.
Testo completoAbstract (sommario):
This document reports on the rationale for and results of using action research in order to facilitate development of the Australian lamb industry. The contexts of this research were: a lamb industry that had declining consumption; producers were slow to change to the production of new style of lamb which more closely aligned with consumer trends towards lower fat and convenience foods; and major changes in research funding criteria, towards projects with measurable impacts upon industries. The perspective taken in this research was that the production and marketing of lamb is essentially a human activity. Action research was effective in providing a methodology for working with extension and research officers using focus group meetings with lamb producers in South Eastern Australia. The key activity was the creation of an environment for a rich social discourse between industry people, focussing on establishing suitable processes and relationships within the industry. Valuable resources consisting of current industry skills, knowledge and institutions were utilised through this project for the benefit of the industry. This project illustrated a role for action research as an effective way of facilitating learning and communication in the lamb industry. The impact of the project was limited because the activities were confined to the production end of the marketing channel. The research helped the author to develop a deeper understanding of participatory action research and the close linkage between learning and self image. The experience of conducting the research validated the importance of the group dynamic in action research and the difficulty that individuals and groups have in matching actions with espoused theory
7
Oliveira, Joana Neto de Almeida Furtado de. "Customer relationship management field lab at PCDIGA: marketing campaigns". Master's thesis, 2019. http://hdl.handle.net/10362/68970.
Testo completoAbstract (sommario):
The appearance and development of the Internet created a new paradigm in the marketing area, where
companies are becoming increasingly focused on developing a customer centricity strategy in order to create
a more engaging relationship with the customers. This Work Project aims to analyse, measure and evaluate
the impact of PCDIGA’s communication channels and respective strategies to establish contact with their
customers, namely through marketing campaigns via e-mail or social media platforms. According to the data
collected and knowledge gathered, some recommendations, suggestion for improvements and initiatives were
proposed in order to align with a customer-centric strategy.
8
Martine, Nikiema, e Nikiema Martine. "Marketing Strategy of a Taiwanese Solar Lamp Company in Burkina Faso". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/75061747512717967562.
Testo completoAbstract (sommario):
碩士嶺東科技大學
國際企業研究所
99
The eighteenth century was the new departure for the economic world. During that period, the objective of each firm was to produce and sell through the international market (mass production and mass consumption). Every firm kept on producing and the overproduction was one of the causes of economic crisis in 1929. In the new economy,everything has changed. To understand the new economy, this study uses a qualitative method (e.g. document analysis) to analyze the marketing strategy of a Taiwanese solar lamp company in Burkina Faso. After analysis, compared to the Industrial Revolution, the concept of today’s companies is built on knowing consumer’s needs and wantsinstead of seeking markets after making the product. This concept is what the new economy called “marketing”. Through an analysis of the marketing strategy of the company, the findings of this study show the solar lamp is a necessity for the schoolchildren in Burkina Faso. This research also proposes SWOT analysis as a comprehensive strategic planning for the company to achieve a sustainable competitive advantage. Through the SWOT analysis, the company’s strengths are more than its weaknesses. Also there are more opportunities than threats according to the results. After SWOT analysis, it appears that: (1) There are no major political, economic, cultural, and environmental factors of Burkina Faso that influence negatively the strategy of the company. (2) The main weakness of the company is the lack of branch or office (of the company) in Burkina Faso. (3) As far as other external aspects of the company are concerned, the threat arises at the level of competition. Indeed, a last minute competitor has emerged on the market. This threatens the company cost advantage and cost strategy on the marketplace. (4) But thanks to the high quality of the product and also with the involvement of the Taiwanese Government for the promotion of solar lamp, Goldenwell is very lucky to resist its competitor’s attack in Burkina Faso. (5) Another aspect is the confidence of World Bank's project "Lighting Africa” on the quality of the product of Goldenwell especially the product design capability. Keywords: Marketing strategy, Burkina Faso, solar lamp, competition
9
Bilelo, Ana Marta Mendão. "Field lab Sme competitiveness - edudigital´s internationalization strategy: marketing plan". Master's thesis, 2021. http://hdl.handle.net/10362/123291.
Testo completoAbstract (sommario):
EDU digitalis currently struggling with its internationalization process, generating profits and being established in the African market. The goal of this study is to analyze the global readiness of the firm and to evaluate new markets. The assessment was made through a Country Clustering and Ranking, followed by an in-depth analysis of the top five countries. A strategic plan was developed in three stages: definition of the international entry strategy, elaboration of a marketing strategic plan and computation of a financial forecast. The results prove the firm’s preparedness to go global and that Sweden is the optimal target.
10
CHANG, YU-YUN, e 張玉雲. "LOACL FESTIVAL ACTIVITY MARKETING STRATEGY：PING-XI SKY-LAMP FESTIVAL ACTIVITY CASE STUDYFESTIVAL ACTIVITY CASE STUDY". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/20120211002543533866.
Testo completoAbstract (sommario):
碩士國立臺北大學
公共行政暨政策學系碩士在職專班
96
“Happiness is always Happening” while sky-lamps slowly are flying into sky, and drawing a lighting track in the dark sky, and presenting one marvelous bright and dazzling beautiful scenery. This symptom can make whole year of happiness through Ping-Xi Sky-Lamp which is a special folk custom festival activity. Ping-Xi Sky-Lamp created a Genius World Record in year of 2000 and went through Satellite to relay a TV broadcast into over seventy countries around the world. This activity was jumping into international platform. It brought Ping-Xi area to have a good tourism value. Currently, many of local festival activities were faced with crisis by duplicating or replacing around the Taiwan but Ping-Xi Sky-Lamp is still outshining others and have famous named “Northern Sky-Lamp”. This article is researching about its marketing strategy and successful factors. The methods of this study are literature analysis and deep interview with 11 persons who held Ping-Xi Sky-Lamp festival , including Taipei County office, Ping-Xi local industry and local residents. This study finds: The key successful factor of Ping-Xi Sky-Lamp Festival activity is that the symbolism of light Sky-Lamp to make wish and pray for blessings ,which can’t be duplicated and replaced, and can catch people’s feeling that are shouting from their mind inside. The conclusion of this study is: the local festival activities of marketing strategy must come from people’s deep inside of heart for praying fortune.
11
Wu, Chun-Te, e 吳俊德. "Utilizing the Excellent Electronic Ballast for Professional Table Lamp to Develope Innovative Channel and Differentiated Marketing". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/29020543673888430077.
Testo completoAbstract (sommario):
碩士國立雲林科技大學
創業管理碩士學位學程
100
HEP TECH CO., LTD is a company that specialized in Light electronic, expect by high quality electronic used in desk lamps to developing the advantage that HEP TECH CO. has. Through intrapreneur, increase a table lamp operating divisions from existing departments. The Overall business objectives not only sell table lamp, but also can increase HEP’s Well-known. In this study, Think up the business model through go to market to observe、expert interview、questionnaire survey、SWOT Analysis and Competitive Analysis .The Conclusion of Think up is made a new model to sale table lamp though Optical Company to Provide Professional services. The business model, first, go to industry-university cooperation with Medical University, the research can use to create a Image that is high quality and benefit, then cooperation with optical company to sell the table lamp. THE ultimate Goal is create a element that table lamp will be necessary by excellent electronic ballast. Though create this element, the consumer choose the lighting equipment will beginning Importance the quality of electronic ballast when he understand the excellent electronic ballast can bring better lighting quality、Power-saving、Increase equipment lifespan... . In the future, it can achieve consumers want high-quality table lamp from cooperation with HEP TECH CO. to customized electronic ballast whether competitive of table lamp or the company who wants to enter the industry.
12
Yuan-ChunChao e 趙元俊. "Applying the AHP Methods on Selecting International Marketing Channel Decision Models - An Auto Lamp Industry Example". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/gy3685.
Testo completoAbstract (sommario):
碩士國立成功大學
高階管理碩士在職專班(EMBA)
106
This study focuses on exploring how Taiwanese automotive lamp industries market their product overseas. Before developing their oversea marketing strategies, the enterprises assess their oversea market as far as both size and structure concerned. This study uses the AHP questionnaire as the main research tool for data collection. By collecting the data and the literature reviewed (including practical experience along with internal documentations), one can implement the auto lamp industry’s “The Analytic hierarchy process” to explore the relationship between an automotive lamp manufacturer and its overseas market. The research results show that senior managers in automotive lamp manufacturers not only has a in depth understanding on its own product and their competitors, but also can clutch the structure of the targeted marketing channel to enhance one’s efficiency and to ensure the future of the company’s striving for a long tenure survival of the enterprise.
13
Pereira, Rafael Mendes. "Fiel lab CRM at Benfica- proposing a framework for divising and measuring marketing campaigns". Master's thesis, 2018. http://hdl.handle.net/10362/38342.
Testo completoAbstract (sommario):
The present document analyses the role of marketing campaigns in the CRM of organizations and how this can be applied to the football industry. It elaborates on the advantages of using e-mail and SMS channels for marketing campaigns, providing insights on how to structure them. It finalizes by providing a practical framework for implementation and measurement of e-mail and SMS marketing campaigns in the light of SL Benfica’s needs, adding examples of possible campaigns devised by the CRM Field Lab group
14
Carneiro, Rita Humberto Ribeiro. "Sevways field lab on internationalization - entry strategy and marketing approach on the German market". Master's thesis, 2021. http://hdl.handle.net/10362/123237.
Testo completo
15
Chen, Yung-Hsin, e 陳詠心. "Green Brand Lmage, Green Marketing, Government Policy and Green Purchase Intention-An Empirical Study on LED Lamp". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/n9dzed.
Testo completoAbstract (sommario):
碩士淡江大學
管理科學學系碩士班
102
The research purpose is to verify the effect factors the comsumers purchase the LED lamp using the findings to it''s five dimensions of consumer motivation, green marketing, green brand.Then we use SPSS18.0 and AMOS18.0 to solve this problem. Our research process is list as follows and then understand the basic target demographic variables, and then verifies internal consistency and reliability analysis to the questionnaire Finally, we use structural equation model to verify the assumptions among the proposed. Finally, this study proposes managerial implications and research direction to the development of the green product of LED lights industry.
16
Marques, Maria Beatriz Figueira. "Field lab on internationalization: a case study of a Portuguese SME in the floor covering industry - marketing plan (marketing mix: price, promotion and place)". Master's thesis, 2021. http://hdl.handle.net/10362/131497.
Testo completoAbstract (sommario):
Company X is a growing Portuguese SME operating in the floor covering industry as a wholesaler. The company intends to expand globally and consolidate its financial stability after experiencing a deep crisis and down sizing its business. This dissertation’s purpose is to develop realistic guidelines for Company X to successfully implement an internationalization strategy. To formulate the final recommendation, both company and sector were analyzed, as well as macro and industry-specific dimensions that resulted in a shortlist of five potential target countries. A detailed evaluation of each country allowed for the selection of Denmark as the optimal destination. Ultimately, a comprehensive marketing plan and the project’s financial implications reflected the direct exporting strategy to be executed by the company.
17
Monteiro, Rita Sobral. "CRM fiel lab at Sport Lisboa e Benfica internationalisation strategies leveraging on digital platforms". Master's thesis, 2018. http://hdl.handle.net/10362/38611.
Testo completoAbstract (sommario):
As part of the Customer Relationship Management Field Lab, this work project intends to
provide Sport Lisboa e Benfica recommendations as to how it can devise its internationalisation
strategies leveraging on digital platforms, for the proposed countries: China, USA and India.
The project contains an overview of the existing literature on global marketing strategies, digital
marketing, social media and digital international marketing in the football industry, culminating
with a set of recommendations for SL Benfica to enter and succeed in each of the mentioned
countries, based on the group report.
18
Santos, Marta Sofia Da Fonseca Castro. "Barragem field lab: business plan of a luxury rehab centre - occupation rate". Master's thesis, 2021. http://hdl.handle.net/10362/122971.
Testo completo
19
Fortunato, José Miguel Da Silva. "Developing a brand identity for the Nova Sbe behavioral lab - communications plan & website content". Master's thesis, 2021. http://hdl.handle.net/10362/131274.
Testo completoAbstract (sommario):
The purpose of this work project is to develop a series of actionable recommendations for the Nova SBE Behavioral Lab communication strategy, having as starting point the Identity created under the Brand Identity Strategy report. The Lab was only founded 3 years ago and is still finding a way to mark its position within the Nova SBE community. Additionally, the Lab managers, a small board composed of three researchers and instructors at the university, are accountable for much of the decisions and management tasks related to the Lab, having no spare time for planning a communication strategy. Therefore, this work sought to understand the fragilities of the current communication tactics adopted, that lead to a lack of awareness about the Lab, using both qualitative and quantitative approaches. Altogether, it provides recommendations to improve the currently used strategy, as well as it indicates new possible communication avenues, that aim at increasing awareness and engagement.
20
Oliveira, Patrícia João Rodrigues. "Tourism & hospitality living lab: dispositivo para controlo da satisfação do turismo e qualidade de vida na cidade". Master's thesis, 2016. http://hdl.handle.net/10400.26/17318.
Testo completoAbstract (sommario):
O turismo das cidades é um dos segmentos com maior e mais rápido crescimento em todo o mundo e a sua natureza mutável torna-se cada vez mais evidente em muitas cidades incluindo a cidade de Lisboa. O acesso à informação através de dispositivos móveis é constante e os turistas procuram encontrar e consumir experiências locais onde a interação com os residentes torna-se um aspeto importante. Embora o impacto das TIC (tecnologias de informação e comunicação) na indústria do turismo assim como no comportamento dos turistas e nas experiências de viagens tenha sido reconhecido, a implicação deste novo tipo de turismo urbano necessita de mais atenção por parte dos gestores das cidades (Bock, 2015).Foi realizado um estudo de caso conforme um plano de investigação flexível (Robson, 2002), envolvendo 191 sujeitos, através de uma sequência de métodos mistos (quali-quanti) em duas fases, através das quais foram identificados os aspetos percecionados mais importantes – e reveladas as dimensões latentes determinantes - para a satisfação dos turistas e para a qualidade de vida na cidade. Esta investigação apresenta a conceção de uma plataforma tecnológica de interação, inovação e controlo do desempenho da atividade do turismo na cidade de Lisboa baseada na metodologia Living Labs (Ståhlbröst e Holst, 2012), aplicada em conformidade com o Just-in- Time Brand Model (Rosa e Mendes, 2015) para a gestão e inovação das marcas, e com recurso a métodos de cocriação, envolvendo turistas (visitantes), e restantes stakeholders da cidade. Permite-se assim inovar em cocriação e gerir mais eficazmente a cidade de Lisboa enquanto marca diferenciadora para o destino turístico.The tourism of cities is one of the segments with the highest and fastest growth in the world and its changing nature becomes increasingly apparent in many cities including Lisbon. Access to information through mobile devices is constant and tourists seek to find and consume local experiences where interaction with residents becomes an important aspect. Although the impact of ICT (information and communication technologies) in the tourism industry as well as in the behavior of tourists and the travel experiences has been recognized, the implication of this new type of urban tourism needs more attention from managers of cities (Bock, 2015).A case study was carried out in agreement with a flexible research plan (Robson, 2002),involving 191 subjects, through a sequence of mixed methods (qualitative and quantitative) in two stages through which the most important perceived aspects were identified - and revealed the decisive latent dimensions - for the satisfaction of tourists and quality of life in the city. This research presents the design of a technology platform for interaction, innovation and performance control of the tourism activities in Lisbon based on the Living Labs methodology (Ståhlbröst and Holst, 2012), applied in accordance with the Just-in-Time Brand Model (Rosa and Mendes, 2015) for the management and innovation of brands, and with co-creative methods, involving tourists (visitors), and other stakeholders of the city. It thus enables innovation in co-creation and more effectively management of the city of Lisbon as a differentiated brand for the touristic destination.
21
Carvalho, João Pedro Ramalho. "A perceção do consumidor de fast moving consumer goods: Quanto ao Continente Food Lab". Master's thesis, 2021. http://hdl.handle.net/10400.26/38704.
Testo completoAbstract (sommario):
O mercado do retalho alimentar é bastante competitivo. Todos os players correm contra o tempo para poder obter vantagem competitiva sobre os demais. É neste clima competitivo que o Continente lança uma marca de produtos alimentares inovadores, o Continente Food Lab.
Esta nova marca entra no mercado como uma aposta do Continente e da SONAE MC na inovação alimentar, no entanto, encontrou nesse mesmo mercado alguns desafios, sendo o principal desses mesmos desafios a sua identidade e a forma como esta é percecionada pelos consumidores. Se o Continente Food Lab se vê a si próprio como uma marca de produtos inovadores do retalho alimentar, os consumidores tendem a percecionar o Continente Food Lab como uma marca de produtos saudáveis e biológicos, o que pode trazer alguns problemas, com espectativas desfraldadas por parte dos consumidores que esperavam, de forma errada, estar a comprar produtos saudáveis ou biológicos e, uma consequente quebra de confiança por parte do consumidor para com a marca.
O propósito deste estudo de caso é o de compreender de que forma a marca Continente Food Lab pode contornar este problema de miopia de marca que carrega. De uma forma mais específica, este estudo de caso pretende definir os atributos do triângulo da marca que levam o consumidor de Fast-Moving Consumer Goods a percecionar o Continente Food Lab como uma marca do retalho alimentar inovadora.
Para isso, deu-se início a um estudo de caso que analisa vários atributos do triângulo da marca, aos olhos dos consumidores de produtos alimentares inovadores. Desta forma, compreendeu-se quais as melhores práticas para a criação de uma marca de produtos inovadores no retalho alimentar.
Com os resultados desta investigação, contribuiu-se para uma melhor compreensão de como as marcas de produtos alimentares inovadores se devem construir. Além disso, contribuiu-se com uma proposta de como o Continente Food Lab se pode posicionar, de forma a ser percecionado como uma marca de produtos inovadores e não como uma marca de produtos biológicos e saudáveis.
22
"A case study of strategic change in China operation". Chinese University of Hong Kong, 1997. http://library.cuhk.edu.hk/record=b5889052.
Testo completoAbstract (sommario):
by Tse Ching-Yee.Thesis (M.B.A.)--Chinese University of Hong Kong, 1997.
Includes bibliographical references (leaves 63-64).
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iii
CHAPTER
Chapter 1. --- INTRODUCTION --- p.1
Chapter 2. --- THE MARKET ENVIRONMENT OF CHINA --- p.3
Chapter 3. --- COMPANY BACKGROUND --- p.9
Chapter 4. --- METHODOLOGY --- p.10
Chapter 5. --- ANALYSIS OF PRE-1996 STRATEGY --- p.11
Chapter 5.1 --- Marketing --- p.11
Chapter 5.2 --- Organization --- p.20
Chapter 5.3 --- Logistics and Production --- p.22
Chapter 5.4 --- Finance --- p.23
Chapter 6. --- ANALYSIS OF THE 1996 STRATEGIC PLAN --- p.25
Chapter 6.1 --- The New Strategic Direction --- p.25
Chapter 6.2 --- Organization and Management --- p.27
Chapter 6.3 --- Marketing --- p.31
Chapter 6.4 --- Logistics and Production --- p.35
Chapter 7. --- IDENTIFICATION OF MAJOR CHALLENGES OF STRATEGIC CHANGE --- p.37
Chapter 7.1 --- Potential Resistance to Change --- p.37
Chapter 7.2 --- Marketing --- p.39
Chapter 7.3 --- Personnel --- p.41
Chapter 8. --- RECOMMENDATIONS --- p.42
Chapter 8.1 --- Reduce Potential Resistance --- p.45
Chapter 8.2 --- Planning and Control --- p.46
Chapter 8.3 --- Sales Forces Management --- p.48
Chapter 8.4 --- Managing the Resources --- p.52
Chapter 9. --- CONCLUSION --- p.55
APPENDIX --- p.56
BIBLIOGRAPHY --- p.63
23
Duarte, Catarina Vasques Sabino. "Consulting project for the definition of feels like home’s growth strategy for the next 5 years: development of a marketing and M&A strategy". Master's thesis, 2020. http://hdl.handle.net/10362/115545.
Testo completoAbstract (sommario):
Even though FLH’s market has growth opportunities, fragmentation is becoming obvious, with a lot of players competing and low diversification. A strong marketing strategy is necessary in order to increase brand recognition and deliver the best service both for clients and guests. Taking into consideration several surveys performed to FLH’s clients, recommendations were developed to increase the number of guests and providers. An M& A strategy is suggested to efficiently increase the number of properties in a short period of time. Accordingly , with the risk aptitude of FLH, three different approaches can be conducted to acquire new providers.
24
Rocha, Jairo Epaminondas Breder. "O fortelacimento e a manutenção da marca LAB REDE no estado do Rio de Janeiro". Master's thesis, 2010. http://hdl.handle.net/10071/3780.
Testo completoAbstract (sommario):
Este trabalho constitui-se num estudo acerca do tema: O fortalecimento e a manutenção da marca LAB REDE no Estado do Rio de Janeiro. Procura-se que seja o ponto de partida para conscientizar os proprietários das empresas acionistas do LAB REDE S/A sobre a importância do fortalecimento dessa marca, tornando-se duradoura no mercado. Esse ganho competitivo pode fazer com que cada uma das empresas acionistas, em seus locais de origem, se tornem fortes e sobrevivam no cenário atual onde as grandes marcas, algumas delas multinacionais, assumem o mercado brasileiro da prestação privada de serviços laboratoriais. O processo de globalização tem atingido, de forma rápida e avassaladora, diversos segmentos de mercado, transformando as relações entre empresas e países. Essas transformações afetam diretamente os mercados de bens, serviços e capital, e ditam as novas regras de base societária, tecnológica, produtiva, comercial e financeira do capitalismo internacional. Segundo Lima (2008), o setor de serviços já detém a maior participação no PIB dos países desenvolvidos e no de muitos dos países em desenvolvimento. Este trabalho, desenvolvido por meio de uma pesquisa-ação, envolveu os dirigentes das empresas acionistas, mediante a aplicação de uma entrevista semiestruturada. As informações obtidas foram confrontadas com modelos teóricos, buscando corroborar a hipótese básica de que a estratégia adotada tem estreito vínculo com a visão de mercado internacional adotada pelos empreendedores.This research approaches the maintenance of LAB REDE brand in Rio de Janeiro - Brazil. It looks for the starting point of how to show to LAB REDE Shareholders the importance of brand improvement, vital to company existence. This competitive gain can make each shareholders become more competitive and improve their survival chances in the current scenario where the major brands, some multinationals, assume more and more the laboratory services in Brazilian market. The process of globalization reached quickly and overwhelming several market segments, transforming the relations between companies and countries. These changes affects directly the goods, services and capital markets, and dictate the new rules of corporate databases, technological, production, trade and finance of international capitalism. According to Lima (2008), the service companies already have the largest marketshare in developed countries and many developing countries. This matter, developed through this research, involves shareholders, applying a semi-structured interview. The information obtained was compared with theoretical models, trying to corroborate the basic hypothesis that the strategy adopted has close ties with the view adopted by the international entrepreneurs.
25
Meneses, Tânia. "Jerónimo Martins Social Lab: Um programa de empreendedorismo social corporativo aplicado ao Grupo Jerónimo Martins". Master's thesis, 2020. http://hdl.handle.net/10071/21527.
Testo completoAbstract (sommario):
O presente trabalho de projeto procura impulsionar o empreendedorismo social corporativo
como uma ferramenta que visa endereçar os problemas negligenciados da sociedade a partir da
criação de soluções inovadoras que contribuam para a sua mitigação e, simultaneamente, para
o desenvolvimento sustentável.
O projeto constitui um plano de ação para a implementação de um programa corporativo
aplicado ao contexto do Grupo Jerónimo Martins, designado Jerónimo Martins Social Lab.
Estruturado em três fases – bootcamp, capacitação e aceleração – , oferece aos colaboradores a
possibilidade de identificar desafios sociais na comunidade envolvente à sua operação,
transformando-os em ideias com potencial de gerar impacto social positivo, garantido as
ferramentas e o acompanhamento necessários durante o seu desenvolvimento, no domínio do
empreendedorismo social.
O Jerónimo Martins Social Lab surge da necessidade identificada internamente, pelo
departamento de Responsabilidade Social Interna, em aprofundar o vínculo social com a
comunidade, sobretudo, na relação com a população mais frágil e está alinhado com a estratégia
de responsabilidade social corporativa e os objetivos de desenvolvimento sustentável das
Nações Unidas.This work project seeks to boost corporate social entrepreneurship as a tool that aims to address the neglected problems of society by creating innovative solutions that contribute to their mitigation and, simultaneously, for the sustainable development. The project constitutes an action plan for the implementation of a corporate program applied to the context of the Jerónimo Martins Group, called Jerónimo Martins Social Lab. Structured in three phases – bootcamp, training and acceleration –, it offers employees the possibility to identify social challenges in the community surrounding its operation, transforming them into ideas with the potential to generate positive social impact, ensuring the necessary tools and monitoring during their development, in the field of social entrepreneurship. The Jerónimo Martins Social Lab arises from the need identified internally, by the Internal Social Responsibility department, to deepen the social bond with the community, above all, in the relationship with the most fragile population and is aligned with the strategy of corporate social responsibility and the sustainable development goals of the United Nations.