Ten-to-Ten : the reborn of traditional commerce : a case on marketing strategies for small retailers

• Autor(a) principal: Melo, Luís Miguel Abrantes Pereira de
• 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/10400.14/18281
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The Portuguese retail market is characterized by high competition, evolution of distribution channels in terms of opportunities and decrease of consumer’s loyalty. In Portugal the main formats used by retailers are super and hypermarket, which in large part responsible for the disappearing of traditional small retailers. However, in the last years the market has witnessed the reborn of traditional commerce, even by the two main players. The mentioned trends have lead companies to find ways to differentiate from competition, and lock consumers in. Ten-to-ten was one of the first companies that appeared under this format, by 2009, and since then it has been able to grow in the city of Lisbon, but at the same time has struggled with obstacles on their path. The managers of the company were in front of a difficult decision of whether to consolidate the brand in Lisbon and overcome important obstacles or go to Porto while main competitors are still on an early stage on that city.