SCC, a case study of strategic marketing: drivers of success within hypercompetitive environment

• Autor(a) principal: Marques, André Mendes
• 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/10071/11431
• topic: Marketing; Strategy; Strategic marketing; Beer sector; Estratégias; Marketing estratégico; Cerveja

This master’s thesis is about a case study of strategic marketing, focused on beer sector in Portugal. It is focused on SCC which operates in a hypercompetitive market. 12 years ago, the beer market was clearly leaded by Super Bock, but notwithstanding, SCC has done a hard work on strategic marketing in order to turn this market concentrated, not only in a 2-player market, but mostly in a 2-brand market. Recently, the beer market in Portugal has been through very difficult times due to the economic situation of the country (in the last 7 years the consumption per capita reduced 14 liters), however, the sector remains attractive for companies that are consolidated and have a sustainable market position. The main conclusion to be drawn from the analysis of this case study is that the SCC should continue to focus on growing the business, allocating resources and expertise in innovation (a key success factor of this market) and on developing new products in order to increase its market share and become market leader. Through exploration of some instruments and frameworks from strategic marketing, this case study has 2 objectives: in one hand, from the strategic analysis, it aims to analyze the beer market and to identify the competitive advantages of SCC comparing to its competitors; on the other hand, from the strategy formulation, it aims to develop a STP analysis (to determine the objectives and strategies connecting the portfolio of SCC to the identified segments) and to define those who are the biggest challenges and recommendations for SCC continue to achieve success in the future in a sustainable way. Keywords: