MAXSTORE: The launch of a new platform to gain a competitive advantage
Autor(a) principal: | |
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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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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 |
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/10071/19544 TID:202358380 |
url |
http://hdl.handle.net/10071/19544 |
identifier_str_mv |
TID:202358380 |
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 |
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 |
institution |
RCAAP |
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 |
repository.mail.fl_str_mv |
mluisa.alvim@gmail.com |
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1817546460228485120 |