Establishing a growth strategy for a start-up : the Selfie Stick Portugal case

Detalhes bibliográficos
Autor(a) principal: Amaral, Inês Mirpuri Branco
Data de Publicação: 2015
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/18296
Resumo: Selfie Stick Portugal was launched in December 2014, after selfies became a worldwide phenomenon, and social networks part of everyone’s daily life in Portugal. Even though customers could already find the product online, Selfie Stick Portugal enjoyed a first mover advantage by being the first selling the Selfie Stick in a physical store in Portugal. Nevertheless, new competitors soon started arising in the market, and some were even offering lower prices while selling their products in a similar packaging as Selfie Stick Portugal, making the product look, at a first sight, exactly the same and the price difference unjustifiable. Being the Selfie Stick a one-time purchase product it was crucial to milk the business as much and fast as possible, before competitors started increasing their market share. As a start-up with limited capital available, Selfie Stick Portugal had a tough decision ahead: either to invest in a new Shop Spot in Norte Shopping or in the repackaging of its products with an exclusive design.
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spelling Establishing a growth strategy for a start-up : the Selfie Stick Portugal caseDomínio/Área Científica::Ciências Sociais::Economia e GestãoSelfie Stick Portugal was launched in December 2014, after selfies became a worldwide phenomenon, and social networks part of everyone’s daily life in Portugal. Even though customers could already find the product online, Selfie Stick Portugal enjoyed a first mover advantage by being the first selling the Selfie Stick in a physical store in Portugal. Nevertheless, new competitors soon started arising in the market, and some were even offering lower prices while selling their products in a similar packaging as Selfie Stick Portugal, making the product look, at a first sight, exactly the same and the price difference unjustifiable. Being the Selfie Stick a one-time purchase product it was crucial to milk the business as much and fast as possible, before competitors started increasing their market share. As a start-up with limited capital available, Selfie Stick Portugal had a tough decision ahead: either to invest in a new Shop Spot in Norte Shopping or in the repackaging of its products with an exclusive design.A Selfie Stick Portugal foi lançada em Dezembro de 2014, depois do fenómeno das selfies e das redes sociais começarem a fazer parte do dia-a-dia dos portugueses. Embora o Selfie Stick pudesse, até aí, ser comprado online, a empresa usufruiu de uma vantagem competitiva ao ser a primeira a entrar no mercado português com uma loja física. Novos concorrentes surgiram entretanto no mercado e iniciaram a comercialização deste produto, alguns deles oferecendo preços mais baixos e até uma embalagem semelhante à da Selfie Stick Portugal, pelo que à primeira vista os produtos pareciam totalmente iguais não se justificando, para os clientes, a diferença de preço. Considerando o Selfie Stick como produto de compra única, era essencial que a empresa atingisse o máximo número de pessoas o mais rapidamente possível, antes dos concorrentes começarem a ganhar quota de mercado. Sendo uma start-up, o capital detido pela Selfie Stick Portugal era ainda limitado pelo que era necessário tomar uma decisão respeitante à estratégia de crescimento da empresa: ou investir numa nova Spot Shop localizada no Norte Shopping, ou numa nova embalagem com um design exclusivo capaz de diferenciar à 1ªvista o Selfie Stick Portugal do Selfie Stick da oferecido pela concorrência.Marcos, PauloVeritati - Repositório Institucional da Universidade Católica PortuguesaAmaral, Inês Mirpuri Branco2015-09-21T13:01:29Z2015-07-1020152015-07-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/18296TID:201170744porinfo: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:RCAAP2024-02-13T01:32:58Zoai:repositorio.ucp.pt:10400.14/18296Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:15:16.636708Repositório 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 Establishing a growth strategy for a start-up : the Selfie Stick Portugal case
title Establishing a growth strategy for a start-up : the Selfie Stick Portugal case
spellingShingle Establishing a growth strategy for a start-up : the Selfie Stick Portugal case
Amaral, Inês Mirpuri Branco
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Establishing a growth strategy for a start-up : the Selfie Stick Portugal case
title_full Establishing a growth strategy for a start-up : the Selfie Stick Portugal case
title_fullStr Establishing a growth strategy for a start-up : the Selfie Stick Portugal case
title_full_unstemmed Establishing a growth strategy for a start-up : the Selfie Stick Portugal case
title_sort Establishing a growth strategy for a start-up : the Selfie Stick Portugal case
author Amaral, Inês Mirpuri Branco
author_facet Amaral, Inês Mirpuri Branco
author_role author
dc.contributor.none.fl_str_mv Marcos, Paulo
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Amaral, Inês Mirpuri Branco
dc.subject.por.fl_str_mv Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Selfie Stick Portugal was launched in December 2014, after selfies became a worldwide phenomenon, and social networks part of everyone’s daily life in Portugal. Even though customers could already find the product online, Selfie Stick Portugal enjoyed a first mover advantage by being the first selling the Selfie Stick in a physical store in Portugal. Nevertheless, new competitors soon started arising in the market, and some were even offering lower prices while selling their products in a similar packaging as Selfie Stick Portugal, making the product look, at a first sight, exactly the same and the price difference unjustifiable. Being the Selfie Stick a one-time purchase product it was crucial to milk the business as much and fast as possible, before competitors started increasing their market share. As a start-up with limited capital available, Selfie Stick Portugal had a tough decision ahead: either to invest in a new Shop Spot in Norte Shopping or in the repackaging of its products with an exclusive design.
publishDate 2015
dc.date.none.fl_str_mv 2015-09-21T13:01:29Z
2015-07-10
2015
2015-07-10T00:00:00Z
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format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/18296
TID:201170744
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identifier_str_mv TID:201170744
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dc.format.none.fl_str_mv application/pdf
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instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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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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