Publicação
Developing a business plan for the expansion of indumape-s B2c business in the horeca channel
| Resumo: | This research paper, “Developing a Business Plan for the expansion of Indumape’s B2C business”, 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 biggest players in this market. Moreover, a rebranding strategy was done. This Field Lab formulates Indumape’s possible entry strategies in four main channels: 1/ E-commerce; 2/ HORECA; 3/ Cash & Carry; and 4/ Hypermarkets, Supermarkets, and Discounters. As a result, the paper finishes with an overall plan that recommends entering three out of the four channels and increasing Indumape profits by 13%. Disclaimer: Due to the school’s policy, in this individual version of the work project, only the HORECA channel will be addressed. |
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| Autores principais: | Palma, Beatriz Vilarinho |
| 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”, 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 biggest players in this market. Moreover, a rebranding strategy was done. This Field Lab formulates Indumape’s possible entry strategies in four main channels: 1/ E-commerce; 2/ HORECA; 3/ Cash & Carry; and 4/ Hypermarkets, Supermarkets, and Discounters. As a result, the paper finishes with an overall plan that recommends entering three out of the four channels and increasing Indumape profits by 13%. Disclaimer: Due to the school’s policy, in this individual version of the work project, only the HORECA channel will be addressed. |
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