Optimizing NAU Beer´s distribution strategy : analysis of the online channel
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/20723 |
Resumo: | Distribution channels’ strategy is important for firms’ success, since an effective distribution strategy may increase sales and, as a result, have a positive effect on firms’ overall performance. Today, with the growing importance of online channels and social networks, firms tend to define strategies combining efficiently these channels with offline channels. Therefore, this study aims to analyse which individuals’ characteristics lead consumers to choose the online channel to buy NAU Beer, as well as, the impact of this channel on firm’s indirect channels and the importance successfully integrate different channels. A survey of consumers’ willingness to use the online channel conducted to Portuguese citizens showed that consumers tend choose online channel to purchase NAU Beer if they are users of this type of channels. This fact reinforces the idea of no cannibalization of sales among physical and online channels, assuming there are costumers who are general online buyers, which will consider buy NAU Beer online, but also consumers who have a clear preference for the physical channel. Furthermore, through interviews with other craft beer brands, it is possible to conclude that the importance of online channel goes beyond its contribution to sales and its strongly related to the need of having a broad and integrated presence in todays’ trendy channels, like social networks, as a key factor for the construction of a solid relationship with customers. |
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Optimizing NAU Beer´s distribution strategy : analysis of the online channelDomínio/Área Científica::Ciências Sociais::Economia e GestãoDistribution channels’ strategy is important for firms’ success, since an effective distribution strategy may increase sales and, as a result, have a positive effect on firms’ overall performance. Today, with the growing importance of online channels and social networks, firms tend to define strategies combining efficiently these channels with offline channels. Therefore, this study aims to analyse which individuals’ characteristics lead consumers to choose the online channel to buy NAU Beer, as well as, the impact of this channel on firm’s indirect channels and the importance successfully integrate different channels. A survey of consumers’ willingness to use the online channel conducted to Portuguese citizens showed that consumers tend choose online channel to purchase NAU Beer if they are users of this type of channels. This fact reinforces the idea of no cannibalization of sales among physical and online channels, assuming there are costumers who are general online buyers, which will consider buy NAU Beer online, but also consumers who have a clear preference for the physical channel. Furthermore, through interviews with other craft beer brands, it is possible to conclude that the importance of online channel goes beyond its contribution to sales and its strongly related to the need of having a broad and integrated presence in todays’ trendy channels, like social networks, as a key factor for the construction of a solid relationship with customers.A estratégia de distribuição é importante para o sucesso das empresas, considerando que, uma estratégia de distribuição efetiva poderá aumentar as vendas e ter um efeito positivo na performance geral da empresa. Atualmente, com a crescente importância dos canais online e das redes socias, as empresas têm tendência a definir estratégias que combinam de forma eficiente os diferentes canais. Desta forma, este estudo pretende analisar que características aumentam a preferência pela compra de Cerveja NAU através do canal online, bem como o impacto deste canal nos restantes canais e a importância da integração dos diferentes canais. Através de um questionário realizado junto da população portuguesa sobre a preferência pelo canal online, conclui-se que os consumidores tendem a escolher este canal para comprar Cerveja NAU se forem utilizadores habituais do mesmo. A ideia de inexistência de canibalização de vendas entre os canais físicos e os canais online é reforçada, assumindo que existem consumidores que utilizam o canal online frequentemente, tendo maior tendência a optar pelo mesmo para comprar NAU, mas existem ainda consumidores que têm preferência por comprar nos canais físicos. Através de entrevistas com outras marcas de cerveja artesanal portuguesa, é possível concluir que a importância do canal online é mais abrangente do que a simples contribuição para as vendas, sendo que este canal está relacionado com a necessidade de ter uma presença vasta e integrada nos canais relevantes no contexto atual como um fator chave para a construção de uma relação sólida com os consumidores.Lino, Rute Sofia Barbosa XavierVeritati - Repositório Institucional da Universidade Católica PortuguesaZorrinho, Maria Ana Valente de Matos2020-02-28T01:30:45Z2016-07-2020162016-07-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfhttp://hdl.handle.net/10400.14/20723TID:201242397enginfo: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:RCAAP2023-07-12T17:26:37Zoai:repositorio.ucp.pt:10400.14/20723Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:17:07.347770Repositório 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 |
Optimizing NAU Beer´s distribution strategy : analysis of the online channel |
title |
Optimizing NAU Beer´s distribution strategy : analysis of the online channel |
spellingShingle |
Optimizing NAU Beer´s distribution strategy : analysis of the online channel Zorrinho, Maria Ana Valente de Matos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Optimizing NAU Beer´s distribution strategy : analysis of the online channel |
title_full |
Optimizing NAU Beer´s distribution strategy : analysis of the online channel |
title_fullStr |
Optimizing NAU Beer´s distribution strategy : analysis of the online channel |
title_full_unstemmed |
Optimizing NAU Beer´s distribution strategy : analysis of the online channel |
title_sort |
Optimizing NAU Beer´s distribution strategy : analysis of the online channel |
author |
Zorrinho, Maria Ana Valente de Matos |
author_facet |
Zorrinho, Maria Ana Valente de Matos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Lino, Rute Sofia Barbosa Xavier Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Zorrinho, Maria Ana Valente de Matos |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Distribution channels’ strategy is important for firms’ success, since an effective distribution strategy may increase sales and, as a result, have a positive effect on firms’ overall performance. Today, with the growing importance of online channels and social networks, firms tend to define strategies combining efficiently these channels with offline channels. Therefore, this study aims to analyse which individuals’ characteristics lead consumers to choose the online channel to buy NAU Beer, as well as, the impact of this channel on firm’s indirect channels and the importance successfully integrate different channels. A survey of consumers’ willingness to use the online channel conducted to Portuguese citizens showed that consumers tend choose online channel to purchase NAU Beer if they are users of this type of channels. This fact reinforces the idea of no cannibalization of sales among physical and online channels, assuming there are costumers who are general online buyers, which will consider buy NAU Beer online, but also consumers who have a clear preference for the physical channel. Furthermore, through interviews with other craft beer brands, it is possible to conclude that the importance of online channel goes beyond its contribution to sales and its strongly related to the need of having a broad and integrated presence in todays’ trendy channels, like social networks, as a key factor for the construction of a solid relationship with customers. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-07-20 2016 2016-07-20T00:00:00Z 2020-02-28T01:30:45Z |
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/10400.14/20723 TID:201242397 |
url |
http://hdl.handle.net/10400.14/20723 |
identifier_str_mv |
TID:201242397 |
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 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 |
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1799131856837279744 |