Publicação
Developing a business plan for the expansion of Indumape-s B2c business in hypermarkets, supermarkets and discounters
| Resumo: | This research paper, “Developing a Business Plan for the expansion of Indumape’s B2C business in Hypermarkets, Supermarkets and Discounters”, analyses the Portuguese fruit juice market and Indumape’s potential to gain relevance in this market. Thus, consumer preferences and tastes were analysed, alongside the exploration of the biggest players in this market. Moreover, a rebranding strategy for Indumape was done. This Field Lab explores in detail Indumape’s possible entry strategies for one specific sales channel. Other channels were analysed and an overall plan is recommended, by entering in three out of the four explored channels and increasing Indumape profits by 13%. |
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| Autores principais: | Pinto, Beatriz Simão Almeida da Costa |
| Assunto: | Business plan Apple juice Consumer behaviour B2c Buying decision Bag-in-box 100% natural Rebranding |
| Ano: | 2023 |
| 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 |
| Resumo: | This research paper, “Developing a Business Plan for the expansion of Indumape’s B2C business in Hypermarkets, Supermarkets and Discounters”, analyses the Portuguese fruit juice market and Indumape’s potential to gain relevance in this market. Thus, consumer preferences and tastes were analysed, alongside the exploration of the biggest players in this market. Moreover, a rebranding strategy for Indumape was done. This Field Lab explores in detail Indumape’s possible entry strategies for one specific sales channel. Other channels were analysed and an overall plan is recommended, by entering in three out of the four explored channels and increasing Indumape profits by 13%. |
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