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A consulting lab on Galp-s c-store B2c marketing strategy

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Detalhes bibliográficos
Resumo:This project goal is to support Galp in adapting its C-Store concept to the evolving consumer trends and increase this business’s relevance. Digitalization, personalization, and diversification are trends that are shaping the increasingly relevant concept of convenience, which itself is continuously evolving. To understand how to leverage Galp’s C-Store value proposition, a market analysis, with a benchmark and best practice’s identification, a customer profile analysis, including the identification of personas, and a concept testing and validation have been conducted within this project. The outcomes are four recommendations, two of which both an MVP and a Pilot Test are suggested.
Autores principais:Jervell, Martim
Assunto:Digitalization Personalization Diversification Customer experience
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

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