Business development concept: creation of a supermarket without plastic packaging in Portugal

• Autor(a) principal: Wind, Jessica
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/11056
• topic: Business concept development; Entrepreneurship; Packaging; Plastic; Competitor analysis; Marketing plan; Empreendedorismo; Acondicionamento; Embalagem; Plástico; Análise da concorrência; Plano de marketing

The following business development concept describes the development of a supermarket in Portugal named “Puro”. This concept distinguishes itself widely from the already existing supermarkets in Portugal due to its unique way of packaging groceries. This paper will discuss the literature of entrepreneurship, especially with regard to social and responsible entrepreneurship and will then outline in detail the concept as well as the market opportunities for this idea in the capital of Portugal, Lisbon. Furthermore, the marketing plan for this concept is described in detail, including the understanding of the market potential of the idea, outlining the marketing mix, conducting a competitor analysis as well as a SWOT analysis. The distribution of a questionnaire amongst Portuguese citizens is used to conduct secondary research, in order to understand the feasibility of the developed concept. This business concept is developed in a descriptive way of analysis since there are three phases of development. The first phase is the literature review in which knowledge about entrepreneurship is gained and deepened, which is followed by the second phase, which is the elaboration of the concept. The last phase is the in depth development of the idea. In the end of this paper, a conclusion can be found, which connects the outcomes of the secondary research with the developed idea. The entire concept is written based on numerous sources of information in order to write an adequate and realistic business development concept. However, such a developed concept can still fail in real life implementation due to unforeseen circumstances.