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U.Dream goes to market - an evaluation of U.purpose as a business unit and analysis of the internal and external environments affecting its strategic position

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Resumo:U. Dream is a social enterprise targeted at developing social leadership skills. It recently launched U. Purpose(service)and Crescer com Consciência (product) aiming to ensure future financial sustainability. However, these were launched without conducting a market research and clear guiding strategy. The focus of this project is to assess the attractiveness of the CSR and children’s book markets and U. Dream’s current strategy, providing a strategic revision. Analysis highlighted the attractiveness of the market. In Portugal, the CSR consulting market is considerably underdeveloped and is expected to grow on the foreseeable future, which gives U. Dream the opportunity to earn a first mover advantage. Nevertheless, it was underlined that U. Purpose has significant improvements to implement before launching, namely, to develop an extensive marketing strategy and a dedicated U. Purpose team.
Autores principais:Abourgegha, Sanad Salah
Assunto:Strategy Consulting Social enterprise Social impact Management Go to market
Ano:2022
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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