Publicação
The competitive landscape and the market opportunities for once upon a time store
| Resumo: | The following paper will focus on whether there is a strategic opportunity for ATNP to expand the new Once Upon a Time store’s Business Model. To do so, firstly, the team conducted an internal analysis of ATNP’s current portfolio regarding positioning, internal structure and background, and finances. As a result, from this research combined with ATNP’s feedback, the team decided to focus on expanding the business concept of the Upcycling Social Store – Once Upon a Time. Therefore, each group member individually conducted the following analyses: Paloma Rosamonte focused on researching the market to understand what the potential segments and customers were to target. Consequently, Martina Giuliani developed a marketing plan, focusing highly on promotion and the different stages that Once Upon a Time should follow in its go-to-market strategy. Thirdly, based on all the assumptions previously made, Inês Ferreira conducted a financial analysis focusing on the new store’s financial potential and its impacts on ATNP’s financial structure. Finally, the team focused on aggregating recommendations from the different perspectives analyzed to provide ATNP guidance on how to manage the new Once Upon a Time Store efficiently and how to begin its path towards self sufficiency. |
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| Autores principais: | Rosamonte, Paloma Alexandra Amado |
| Assunto: | Ipss Atnp Strategic opportunity Upcycled products Workshops Financial potential Impact |
| Ano: | 2023 |
| 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: | The following paper will focus on whether there is a strategic opportunity for ATNP to expand the new Once Upon a Time store’s Business Model. To do so, firstly, the team conducted an internal analysis of ATNP’s current portfolio regarding positioning, internal structure and background, and finances. As a result, from this research combined with ATNP’s feedback, the team decided to focus on expanding the business concept of the Upcycling Social Store – Once Upon a Time. Therefore, each group member individually conducted the following analyses: Paloma Rosamonte focused on researching the market to understand what the potential segments and customers were to target. Consequently, Martina Giuliani developed a marketing plan, focusing highly on promotion and the different stages that Once Upon a Time should follow in its go-to-market strategy. Thirdly, based on all the assumptions previously made, Inês Ferreira conducted a financial analysis focusing on the new store’s financial potential and its impacts on ATNP’s financial structure. Finally, the team focused on aggregating recommendations from the different perspectives analyzed to provide ATNP guidance on how to manage the new Once Upon a Time Store efficiently and how to begin its path towards self sufficiency. |
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