To make introsys the top-of-mind company in the industrial automation solutions- industry for new manufactoring segments

• Autor(a) principal: Brázio, Teresa Alexandra Rosado
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/162533
• topic: Marketing; Introsys; Pricing strategy; B2b; Cost-based; Value-Bbased; True Eeconomic value; Perceived balue; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Introsys is a company in the industrial automation solutions’ industry, with 20 years of experience in the market and it is highly associated with the Automotive industry. A new target segment for the company was identified in order to diversify its customer portfolio, diminishing its dependency from the Automotive industry, through a Potential-Risk Matrix and Market Research. A complete marketing business plan is then developed to support the company’s entrance in the new identified market segment in the textile industry, covering marketing strategy, marketing mix and sales strategy considering company goals and constraints. Afterwards, an in-depth analysis with a theoretical perspective is conducted for the pricing strategy. It starts with a reflection about Introsys’ current Pricing Strategy that is followed by a shift from a Cost-Based approach to a Value-Based strategy. This extensive analysis is an individual contribute to the group report developed for Introsys