MAXSTORE: The launch of a new platform to gain a competitive advantage

Detalhes bibliográficos
Autor(a) principal: Cabrales, Borja Corominas
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/19544
Resumo: The real estate market in Portugal has been growing in recent years due to the improvement of the economy and an increase in tourism. For this reason, competition between the biggest players in the market has never been fiercer. In this way, companies seek to launch new projects and innovative campaigns that allow them to achieve a competitive advantage and differentiate themselves, gaining market share and attracting more clients. Thus, this case study was conducted with the purpose of analyzing one of the new initiatives launched by RE/MAX Portugal during 2018, the MAXSTORE. This project is a digital platform that aims to sell supplementary products to the business of real estate to its internal and external clients. This way, RE/MAX intends to provide a more complete real estate service to their clients, allowing them to continue to lead the Portuguese real estate market. The main idea of the case study is to find the strengths and weaknesses of the MAXSTORE project. This allows to present the project for academic purposes and to enable students to learn and have a more critical and creative vision to recognize the points for improvement in a business project. Thus, students will also have a better sense of how to develop an operational marketing strategy. In addition, interviews were conducted with the various departments of RE/MAX Portugal, especially with the marketing department, to understand the purpose of the project, implementation process, and overall strategy. Thus, data collection was performed using the data provided by the marketing regarding the creation, implementation, marketing mix, and financial results of MAXSTORE.
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spelling MAXSTORE: The launch of a new platform to gain a competitive advantageCompetitive advantageDifferentiation strategyE-commerceReal estateLeadershipVantagem competitivaEstratégia de diferenciaçãoMercado imobiliárioLiderançaThe real estate market in Portugal has been growing in recent years due to the improvement of the economy and an increase in tourism. For this reason, competition between the biggest players in the market has never been fiercer. In this way, companies seek to launch new projects and innovative campaigns that allow them to achieve a competitive advantage and differentiate themselves, gaining market share and attracting more clients. Thus, this case study was conducted with the purpose of analyzing one of the new initiatives launched by RE/MAX Portugal during 2018, the MAXSTORE. This project is a digital platform that aims to sell supplementary products to the business of real estate to its internal and external clients. This way, RE/MAX intends to provide a more complete real estate service to their clients, allowing them to continue to lead the Portuguese real estate market. The main idea of the case study is to find the strengths and weaknesses of the MAXSTORE project. This allows to present the project for academic purposes and to enable students to learn and have a more critical and creative vision to recognize the points for improvement in a business project. Thus, students will also have a better sense of how to develop an operational marketing strategy. In addition, interviews were conducted with the various departments of RE/MAX Portugal, especially with the marketing department, to understand the purpose of the project, implementation process, and overall strategy. Thus, data collection was performed using the data provided by the marketing regarding the creation, implementation, marketing mix, and financial results of MAXSTORE.O mercado imobiliário em Portugal tem crescido nos últimos anos devido à melhoria da economia e ao aumento do turismo. Por esse motivo, a concorrência entre os maiores players do mercado nunca foi tão acirrada. Dessa forma, as empresas procuram lançar novos projetos e campanhas inovadoras que lhes permitam obter uma vantagem competitiva e se diferenciar, ganhando quota de mercado e atraindo mais clientes. Assim, este case study foi realizado com o objetivo de analisar uma das novas iniciativas lançadas pela RE/MAX Portugal em 2018, a MAXSTORE. Este projeto é uma plataforma digital que visa a venda de produtos complementares à venda de imóveis aos seus clientes internos e externos. Assim, a RE/MAX pretende prestar um serviço imobiliário mais completo ao seu público, permitindo-lhes continuar a liderar o mercado imobiliário português. A ideia principal do estudo é encontrar os pontos fortes e fracos do projeto MAXSTORE. Isso permite que seja possível apresentar o projeto para fins acadêmicos para que os alunos aprendam e tenham uma visão mais crítica e criativa para reconhecer os pontos de melhoria num projeto empresarial. Desta forma, os alunos também terão uma melhor noção de como desenvolver uma estratégia de marketing operacional. Assim, foram realizadas entrevistas com os vários departamentos da RE/MAX Portugal, especialmente com o departamento de marketing, para entender o objetivo do projeto, o processo de implementação, e estratégia geral. Assim, a coleta de dados foi realizada com base nos dados fornecidos pelo marketing em relação à criação, implementação, marketing mix e resultados financeiros da MAXSTORE.2020-01-21T12:57:44Z2019-12-19T00:00:00Z2019-12-192019-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/19544TID:202358380engCabrales, Borja Corominasinfo: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:RCAAP2024-07-07T03:24:32Zoai:repositorio.iscte-iul.pt:10071/19544Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-07-07T03:24:32Repositório 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 MAXSTORE: The launch of a new platform to gain a competitive advantage
title MAXSTORE: The launch of a new platform to gain a competitive advantage
spellingShingle MAXSTORE: The launch of a new platform to gain a competitive advantage
Cabrales, Borja Corominas
Competitive advantage
Differentiation strategy
E-commerce
Real estate
Leadership
Vantagem competitiva
Estratégia de diferenciação
Mercado imobiliário
Liderança
title_short MAXSTORE: The launch of a new platform to gain a competitive advantage
title_full MAXSTORE: The launch of a new platform to gain a competitive advantage
title_fullStr MAXSTORE: The launch of a new platform to gain a competitive advantage
title_full_unstemmed MAXSTORE: The launch of a new platform to gain a competitive advantage
title_sort MAXSTORE: The launch of a new platform to gain a competitive advantage
author Cabrales, Borja Corominas
author_facet Cabrales, Borja Corominas
author_role author
dc.contributor.author.fl_str_mv Cabrales, Borja Corominas
dc.subject.por.fl_str_mv Competitive advantage
Differentiation strategy
E-commerce
Real estate
Leadership
Vantagem competitiva
Estratégia de diferenciação
Mercado imobiliário
Liderança
topic Competitive advantage
Differentiation strategy
E-commerce
Real estate
Leadership
Vantagem competitiva
Estratégia de diferenciação
Mercado imobiliário
Liderança
description The real estate market in Portugal has been growing in recent years due to the improvement of the economy and an increase in tourism. For this reason, competition between the biggest players in the market has never been fiercer. In this way, companies seek to launch new projects and innovative campaigns that allow them to achieve a competitive advantage and differentiate themselves, gaining market share and attracting more clients. Thus, this case study was conducted with the purpose of analyzing one of the new initiatives launched by RE/MAX Portugal during 2018, the MAXSTORE. This project is a digital platform that aims to sell supplementary products to the business of real estate to its internal and external clients. This way, RE/MAX intends to provide a more complete real estate service to their clients, allowing them to continue to lead the Portuguese real estate market. The main idea of the case study is to find the strengths and weaknesses of the MAXSTORE project. This allows to present the project for academic purposes and to enable students to learn and have a more critical and creative vision to recognize the points for improvement in a business project. Thus, students will also have a better sense of how to develop an operational marketing strategy. In addition, interviews were conducted with the various departments of RE/MAX Portugal, especially with the marketing department, to understand the purpose of the project, implementation process, and overall strategy. Thus, data collection was performed using the data provided by the marketing regarding the creation, implementation, marketing mix, and financial results of MAXSTORE.
publishDate 2019
dc.date.none.fl_str_mv 2019-12-19T00:00:00Z
2019-12-19
2019-09
2020-01-21T12:57:44Z
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/19544
TID:202358380
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dc.language.iso.fl_str_mv eng
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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
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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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