The cultural differences between the Portuguese and Spanish consumer: Science4you's strategy
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/18635 |
Resumo: | Cultural issues are more and more taken into consideration by managers in the context of the internalisation of their businesses. However, a comprehensive study on consumer preferences was not carried out when Science4you opened their points of sales in Madrid, Spain in 2011. The aim of this master’s thesis is to know the characteristics of the consumers of Science4you in Spain, in order to recommend to their managers the required adaptations to the management and marketing strategy, adapting them to the Spanish market, which may differ from the Portuguese due to particularities of the market itself. For this achievement, primary data were collected through surveys and interviews, to characterise the profile of Spanish consumers; also, secondary data on trends in the toy market (as pointed out by experts of the market). The socio-demographic profile, the preferences of the Spanish consumer of educational toys; and market trends that have raised evident differences, when compared with the Portuguese one according to the research conducted, support the management and marketing suggestions for the Science4you’s product portfolio; distribution and customer service; price and promotions; and, marketing and brand identity. Essential, the main strategical advice about Science4you’s business in Spain is to setup a global identity, adapting business aspects to foreign markets that require differences. This project is a starting point: managers should recognise the importance of the study to follow the reasoning for further international markets. |
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The cultural differences between the Portuguese and Spanish consumer: Science4you's strategyInternational business administrationMarketingMercado internacionalEstratégias de marketingAspetos culturaisComportamento do consumidorIndústria de brinquedosEstudo de casosTrabalho de projetoEspanhaCultural issues are more and more taken into consideration by managers in the context of the internalisation of their businesses. However, a comprehensive study on consumer preferences was not carried out when Science4you opened their points of sales in Madrid, Spain in 2011. The aim of this master’s thesis is to know the characteristics of the consumers of Science4you in Spain, in order to recommend to their managers the required adaptations to the management and marketing strategy, adapting them to the Spanish market, which may differ from the Portuguese due to particularities of the market itself. For this achievement, primary data were collected through surveys and interviews, to characterise the profile of Spanish consumers; also, secondary data on trends in the toy market (as pointed out by experts of the market). The socio-demographic profile, the preferences of the Spanish consumer of educational toys; and market trends that have raised evident differences, when compared with the Portuguese one according to the research conducted, support the management and marketing suggestions for the Science4you’s product portfolio; distribution and customer service; price and promotions; and, marketing and brand identity. Essential, the main strategical advice about Science4you’s business in Spain is to setup a global identity, adapting business aspects to foreign markets that require differences. This project is a starting point: managers should recognise the importance of the study to follow the reasoning for further international markets.As questões culturais são cada vez mais tidas em consideração por gestores de empresas no contexto de internacionalização dos seus negócios. No entanto, a Science4you não levou a cabo um estudo compreensivo sobre as preferências dos consumidores quando abriram os seus pontos de venda em Madrid, Espanha em 2011. O objetivo desta tese de mestrado é conhecer as características dos consumidores da Science4you em Espanha, para recomendar aos seus gestores as adaptações requeridas à estratégia de gestão e de marketing, adequando-a ao mercado Espanhol, que poderá diferir do Português devido a particularidades do próprio mercado. Para chegar a esta conclusão, foram recolhidos dados primários através de inquéritos e entrevistas, para desenvolver o perfil dos consumidores Espanhóis; e, (2) dados secundários sobre as tendências do mercado de brinquedos (apontadas por especialistas do mercado). O perfil sociodemográfico, as preferências dos consumidores espanhóis de brinquedos educativos, e as tendências de mercado que levantaram diferenças evidentes, quando comparadas com as portuguesas, de acordo com as pesquisas realizadas, sustentam as sugestões de gestão e de "marketing" no que diz respeito ao portfólio dos produtos da Science4you; à distribuição e à atenção ao cliente; ao preço e promoções; e, ao marketing e identidade da marca. Essencialmente, o maior conselho estratégico acerca do negócio da Science4you em Espanha é estabelecer uma identidade global, adaptando os aspetos do negócio aos mercados estrangeiros que exigem diferenças. Este projeto é um ponto de partida: os gestores deveriam reconhecer a importância do estudo e seguir o raciocínio para mercados internacionais futuros.2019-12-05T00:00:00Z2018-12-05T00:00:00Z2018-12-052018-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/18635TID:202135225engSilva, Filipa Fernandez Veiga dainfo: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:RCAAP2023-11-09T17:31:32Zoai:repositorio.iscte-iul.pt:10071/18635Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:14:11.767984Repositório 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 |
The cultural differences between the Portuguese and Spanish consumer: Science4you's strategy |
title |
The cultural differences between the Portuguese and Spanish consumer: Science4you's strategy |
spellingShingle |
The cultural differences between the Portuguese and Spanish consumer: Science4you's strategy Silva, Filipa Fernandez Veiga da International business administration Marketing Mercado internacional Estratégias de marketing Aspetos culturais Comportamento do consumidor Indústria de brinquedos Estudo de casos Trabalho de projeto Espanha |
title_short |
The cultural differences between the Portuguese and Spanish consumer: Science4you's strategy |
title_full |
The cultural differences between the Portuguese and Spanish consumer: Science4you's strategy |
title_fullStr |
The cultural differences between the Portuguese and Spanish consumer: Science4you's strategy |
title_full_unstemmed |
The cultural differences between the Portuguese and Spanish consumer: Science4you's strategy |
title_sort |
The cultural differences between the Portuguese and Spanish consumer: Science4you's strategy |
author |
Silva, Filipa Fernandez Veiga da |
author_facet |
Silva, Filipa Fernandez Veiga da |
author_role |
author |
dc.contributor.author.fl_str_mv |
Silva, Filipa Fernandez Veiga da |
dc.subject.por.fl_str_mv |
International business administration Marketing Mercado internacional Estratégias de marketing Aspetos culturais Comportamento do consumidor Indústria de brinquedos Estudo de casos Trabalho de projeto Espanha |
topic |
International business administration Marketing Mercado internacional Estratégias de marketing Aspetos culturais Comportamento do consumidor Indústria de brinquedos Estudo de casos Trabalho de projeto Espanha |
description |
Cultural issues are more and more taken into consideration by managers in the context of the internalisation of their businesses. However, a comprehensive study on consumer preferences was not carried out when Science4you opened their points of sales in Madrid, Spain in 2011. The aim of this master’s thesis is to know the characteristics of the consumers of Science4you in Spain, in order to recommend to their managers the required adaptations to the management and marketing strategy, adapting them to the Spanish market, which may differ from the Portuguese due to particularities of the market itself. For this achievement, primary data were collected through surveys and interviews, to characterise the profile of Spanish consumers; also, secondary data on trends in the toy market (as pointed out by experts of the market). The socio-demographic profile, the preferences of the Spanish consumer of educational toys; and market trends that have raised evident differences, when compared with the Portuguese one according to the research conducted, support the management and marketing suggestions for the Science4you’s product portfolio; distribution and customer service; price and promotions; and, marketing and brand identity. Essential, the main strategical advice about Science4you’s business in Spain is to setup a global identity, adapting business aspects to foreign markets that require differences. This project is a starting point: managers should recognise the importance of the study to follow the reasoning for further international markets. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-12-05T00:00:00Z 2018-12-05 2018-09 2019-12-05T00:00:00Z |
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/10071/18635 TID:202135225 |
url |
http://hdl.handle.net/10071/18635 |
identifier_str_mv |
TID:202135225 |
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/octet-stream |
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 |
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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) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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