Publicação
Scenarios for the future of consumption of no-lo alcoholic beverages by generation z and strategic implications and financial forecasts for campari group - scenarios suitable for a marketing campaign
| Resumo: | The study aims at understanding the consumption attitudes of generation Z towards alcoholic beverages and the consequent development of the NoLo-alcoholic beverages market within the next 8 years. Four scenarios were designed following the Intuitive Logics School. The development of the scenarios was placed in the context of Campari Group, a leading player of the branded beverage industry, by collaborating with knowledge holders of the company through interviews and a workshop. Two scenarios dealing with a marketing strategy are considered, a coherent strategy accompanied by financial forecasts and indicators aimed at monitoring activities were proposed to respond to future developments. |
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| Autores principais: | Polat, Piero |
| Assunto: | Strategy Foresight Scenarios Generation Z Scenario planning Strategic foresight Financial forecast Tows matrix Branded beverage industry Alcoholics market Nolo market Intuitive logics school |
| 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 |
| Resumo: | The study aims at understanding the consumption attitudes of generation Z towards alcoholic beverages and the consequent development of the NoLo-alcoholic beverages market within the next 8 years. Four scenarios were designed following the Intuitive Logics School. The development of the scenarios was placed in the context of Campari Group, a leading player of the branded beverage industry, by collaborating with knowledge holders of the company through interviews and a workshop. Two scenarios dealing with a marketing strategy are considered, a coherent strategy accompanied by financial forecasts and indicators aimed at monitoring activities were proposed to respond to future developments. |
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