Implementation of a service-dominant logic in a Portuguese SME wine seller

• Autor(a) principal: Fernandes, Miguel Jorge do Carmo Francisco Morgado
• 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/10071/9719
• topic: Service-dominant logic; Costumer experience; Wine; SME; Strategic marketing; Experiência do cliente; PME vínicola; Marketing estratégico

The present master thesis is an applied project focused in a SME in the wine market located in the Lisbon area. The company is a traditional family-based wine seller who lacks a strategic vision of the overall customer experience. Service-dominant logic theoretical frameworks guided the work developed in this thesis. The literature review framed the research to develop the strategic vision, focusing on concepts such as customer experience, resources, sustainable competitive advantages and value offering density. The macro environment was analysed in terms of the national economical, social and environmental context to better understand the Portuguese wine market. A consumer analysis allowed the characterization of the wine Portuguese consumer while the internal analysis determined the company’s current situation in terms of market development and financial solidity. The definition of the new strategic paradigm unbundled and rebundled the customer’s experience to allow for a comprehensive strategic vision divided into 10 points of contact for the company. A financial analysis was done to access the viability of the proposed actions, including a sensitivity analysis that concluded the project is financially solid. The new strategic paradigm gives the company a sustainable competitive advantage for the future.