Publicação
Developing a business plan for Costa Verde´s expansion to the business-to-consumer market - offline channels strategy
| Resumo: | This research paper analyses the Portuguese porcelain Business-to-Consumer (B2C) market and Costa Verde’s market entry approach, with a focus on the offline channels marketing strategy. Thus, a deep analysis was conducted through both quantitative and qualitative research to gather relevant insights on consumer preferences and benchmarking practices. Offline marketing offers key benefits and opportunities, allowing to conclude that a physical presence is essential to create brand awareness for Costa Verde. Therefore, the opening of a temporary pop-up store will be the core of the strategy designed for offline channels. The business plan, which in its entirety includes the branding strategy, online channels strategy and an integrated marketing communication campaign, is expected to allow Costa Verde to witness a turnover increase of 4.8%, reflecting a promising future for the company. |
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| Autores principais: | Gomes, Ana Sofia Machado |
| Assunto: | Business plan B2c Porcelain tableware Marketing Brand management Brand awareness |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This research paper analyses the Portuguese porcelain Business-to-Consumer (B2C) market and Costa Verde’s market entry approach, with a focus on the offline channels marketing strategy. Thus, a deep analysis was conducted through both quantitative and qualitative research to gather relevant insights on consumer preferences and benchmarking practices. Offline marketing offers key benefits and opportunities, allowing to conclude that a physical presence is essential to create brand awareness for Costa Verde. Therefore, the opening of a temporary pop-up store will be the core of the strategy designed for offline channels. The business plan, which in its entirety includes the branding strategy, online channels strategy and an integrated marketing communication campaign, is expected to allow Costa Verde to witness a turnover increase of 4.8%, reflecting a promising future for the company. |
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