Estrella Damm : a star’s positioning in a new sky
Autor(a) principal: | |
---|---|
Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/15921 |
Resumo: | The aim of this thesis is to study Estrella Damm’s internationalization and Positioning in Portugal. These decisions take a lot of responsibilities and risk, but are necessary for any company, in the globalized world. To understand the reasons behind these decisions, it is necessary to explain the motivations to go international, how the company has done it and at last, how it wants to be perceived by the new costumers. Grupo Damm, one of the leading breweries in Spain, has recently increased operations, in the Portuguese market. This internationalization has been prepared for a long time: in 2009, one of the brands of the group bought a plant in Santarem; after that, it was only a matter of time until operations increased. To support this process, Grupo Damm has made a strategic alliance with Sumol+Compal. From the side of the Spanish company, this partnership allows them to have a better access to the market, and take advantage of the strong position S+C has, in the Portuguese market. Afterwards, comes the decision of how should the brand position in the new market. Until now, this positioning has been similar to the one in Spain. It has targeted the premium segment, with special focus on the gourmet sub-segment. In order to understand this process, it was necessary to resort to two sources of data: Secondary and primary. The first one, Secondary, was collected from the company. This information allowed me to have a complete background about the strategy behind this whole operation. Secondly, there was also a need to gather primary data, an online survey, which allowed me to understand, from a reasonable sample, what were the perceptions of beer consumers towards Estrella Damm. To conclude this analysis it was deducted that consumers understand Estrella Damm’s positioning and have good references about it. Still, there is a lot to be done, it needs to increase awareness, since most of the respondents had never drunk or even know about the brand Estrella Damm. |
id |
RCAP_37a6c34e74532e451e9951eb47b5ea62 |
---|---|
oai_identifier_str |
oai:repositorio.ucp.pt:10400.14/15921 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Estrella Damm : a star’s positioning in a new skyDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe aim of this thesis is to study Estrella Damm’s internationalization and Positioning in Portugal. These decisions take a lot of responsibilities and risk, but are necessary for any company, in the globalized world. To understand the reasons behind these decisions, it is necessary to explain the motivations to go international, how the company has done it and at last, how it wants to be perceived by the new costumers. Grupo Damm, one of the leading breweries in Spain, has recently increased operations, in the Portuguese market. This internationalization has been prepared for a long time: in 2009, one of the brands of the group bought a plant in Santarem; after that, it was only a matter of time until operations increased. To support this process, Grupo Damm has made a strategic alliance with Sumol+Compal. From the side of the Spanish company, this partnership allows them to have a better access to the market, and take advantage of the strong position S+C has, in the Portuguese market. Afterwards, comes the decision of how should the brand position in the new market. Until now, this positioning has been similar to the one in Spain. It has targeted the premium segment, with special focus on the gourmet sub-segment. In order to understand this process, it was necessary to resort to two sources of data: Secondary and primary. The first one, Secondary, was collected from the company. This information allowed me to have a complete background about the strategy behind this whole operation. Secondly, there was also a need to gather primary data, an online survey, which allowed me to understand, from a reasonable sample, what were the perceptions of beer consumers towards Estrella Damm. To conclude this analysis it was deducted that consumers understand Estrella Damm’s positioning and have good references about it. Still, there is a lot to be done, it needs to increase awareness, since most of the respondents had never drunk or even know about the brand Estrella Damm.Esta tese tem como objetivo o estudo da internacionalização e posicionamento da marca Estrella Damm em Portugal. Estas decisões acarretam muita responsabilidade e risco para a empresa, mas elas são necessárias para competir neste mundo empresarial globalizado. Para perceber as rasões por detrás destas decisões, é necessário explicar as motivações para uma empresa se internacionalizar, como ela deve ser feita e por último como pretende ser percecionada junto dos seus novos clientes. O Grupo Damm, uma das principais empresas cervejeiras em Espanha, aumentou recentemente as suas operações em Portugal. Esta internacionalização estava a ser preparada já há muito tempo: em 2009, uma das marcas do grupo comprou uma fábrica em Santarém; depois disso era apenas uma questão de tempo ate esta aumentar as operações em Portugal. Para apoiar este processo, o Grupo Damm fez uma aliança estratégica com a Sumol+Compal. Do ponto de vista da empresa espanhola, esta parceria permite a marca ter um melhor acesso ao mercado e obter vantagens competitivas da forte posição que a S+C tem no mercado português. Depois, veio a decisão de como a marca se devia posicionar neste novo mercado. Até ao momento, este posicionamento tem sido semelhante ao praticado pela empresa em Espanha. Escolheu com target o segmento premium, com especial atenção para o subsegmento gourmet. De maneira a entender melhor todo este processo, foi necessário recorrer a duas fontes de informação: secundária e primária. A secundária foi na sua maioria recolhida junto da empresa. Esta informação permitiu ter conhecimento total acerca da estratégia por detrás de toda esta operação. Em segundo lugar, foi ainda necessário colecionar informação do tipo primário, questionário online. Este permitiu perceber, a partir de uma amostra, como é que a cerveja da marca Estrella Damm era percecionada pelos consumidores de cerveja.Como conclusão desta análise, foi deduzido que os consumidores entendem o posicionamento da Estrella Damm, e que têm em conta as suas reais características. Ainda assim, há muito para ser feito, a marca precisa de aumentar a consciencialização no mercado português, porque grande parte dos inquiridos nunca bebeu ou pior, não conhecia as cervejas da marca Estrella Damm.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaFranco, José Maria Sousa2015-11-04T01:30:12Z2013-11-2920132013-11-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/15921TID:201092620enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-10-17T01:35:08Zoai:repositorio.ucp.pt:10400.14/15921Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:13:15.019345Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Estrella Damm : a star’s positioning in a new sky |
title |
Estrella Damm : a star’s positioning in a new sky |
spellingShingle |
Estrella Damm : a star’s positioning in a new sky Franco, José Maria Sousa Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Estrella Damm : a star’s positioning in a new sky |
title_full |
Estrella Damm : a star’s positioning in a new sky |
title_fullStr |
Estrella Damm : a star’s positioning in a new sky |
title_full_unstemmed |
Estrella Damm : a star’s positioning in a new sky |
title_sort |
Estrella Damm : a star’s positioning in a new sky |
author |
Franco, José Maria Sousa |
author_facet |
Franco, José Maria Sousa |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Franco, José Maria Sousa |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The aim of this thesis is to study Estrella Damm’s internationalization and Positioning in Portugal. These decisions take a lot of responsibilities and risk, but are necessary for any company, in the globalized world. To understand the reasons behind these decisions, it is necessary to explain the motivations to go international, how the company has done it and at last, how it wants to be perceived by the new costumers. Grupo Damm, one of the leading breweries in Spain, has recently increased operations, in the Portuguese market. This internationalization has been prepared for a long time: in 2009, one of the brands of the group bought a plant in Santarem; after that, it was only a matter of time until operations increased. To support this process, Grupo Damm has made a strategic alliance with Sumol+Compal. From the side of the Spanish company, this partnership allows them to have a better access to the market, and take advantage of the strong position S+C has, in the Portuguese market. Afterwards, comes the decision of how should the brand position in the new market. Until now, this positioning has been similar to the one in Spain. It has targeted the premium segment, with special focus on the gourmet sub-segment. In order to understand this process, it was necessary to resort to two sources of data: Secondary and primary. The first one, Secondary, was collected from the company. This information allowed me to have a complete background about the strategy behind this whole operation. Secondly, there was also a need to gather primary data, an online survey, which allowed me to understand, from a reasonable sample, what were the perceptions of beer consumers towards Estrella Damm. To conclude this analysis it was deducted that consumers understand Estrella Damm’s positioning and have good references about it. Still, there is a lot to be done, it needs to increase awareness, since most of the respondents had never drunk or even know about the brand Estrella Damm. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-11-29 2013 2013-11-29T00:00:00Z 2015-11-04T01:30:12Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/15921 TID:201092620 |
url |
http://hdl.handle.net/10400.14/15921 |
identifier_str_mv |
TID:201092620 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799131809772994560 |