GALP : powering the low-cost market? The launch of Galp base
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/12477 |
Resumo: | After 11 years of a stable strategy focused on providing quality fuel and convenient service, Galp Energia made the headlines in September 2010 with the surprising launch of Galp Base, a pilot project that paved its way into the low-‐cost market. The hard economic scenario lived in Portugal, the more and more price sensitive consumers and the low-‐cost alternatives’ growth, were the main drivers to the decision to launch Galp Base. In this thesis Galp Base’s launch will be discussed, different alternatives to respond to new market conditions and alternatives of branding will be analyzed and key success factors of Galp Base will be identified. This thesis comprises a Case Study and a Literature Review to support the analysis presented in the Teaching Note section. Although there is no such thing as a single right answer when it comes to corporate strategy, this thesis aims to provide some generic principles on how to handle such challenges. Key conclusions can be summed up as that it is essential for senior managers to keep aware of evolving market conditions, to understand when and to what extent to react to them, and finally to do so in a way that produces the best possible outcome while limiting the downside of a poor market acceptance of the new products/services launched to respond to competitors. |
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GALP : powering the low-cost market? The launch of Galp baseDomínio/Área Científica::Ciências Sociais::Economia e GestãoAfter 11 years of a stable strategy focused on providing quality fuel and convenient service, Galp Energia made the headlines in September 2010 with the surprising launch of Galp Base, a pilot project that paved its way into the low-‐cost market. The hard economic scenario lived in Portugal, the more and more price sensitive consumers and the low-‐cost alternatives’ growth, were the main drivers to the decision to launch Galp Base. In this thesis Galp Base’s launch will be discussed, different alternatives to respond to new market conditions and alternatives of branding will be analyzed and key success factors of Galp Base will be identified. This thesis comprises a Case Study and a Literature Review to support the analysis presented in the Teaching Note section. Although there is no such thing as a single right answer when it comes to corporate strategy, this thesis aims to provide some generic principles on how to handle such challenges. Key conclusions can be summed up as that it is essential for senior managers to keep aware of evolving market conditions, to understand when and to what extent to react to them, and finally to do so in a way that produces the best possible outcome while limiting the downside of a poor market acceptance of the new products/services launched to respond to competitors.Após 11 anos assentes numa estratégia estável focada na oferta de combustível de alta qualidade e de um serviço conveniente, a Galp, em Setembro de 2010, foi cabeçalho de vários jornais devido ao lançamento da Galp Base, um projecto piloto para entrar no mercado de combustíveis de baixo custo. A grave crise económica vivida em Portugal, os consumidores cada vez mais sensíveis ao preço e o crescimento das alternativas de baixo custo, foram os principais impulsionadores do lançamento da Galp Base. Nesta tese, será discutido o lançamento da Galp Base, diferentes alternativas para responder a novas condições de mercado e diferentes alternativas de branding serão analisadas e serão identificados os factores críticos para o sucesso deste projecto. Esta tese inclui um Estudo de Caso e uma revisão de Literatura para suportar a análise feita na Nota de Ensino. Apesar de não haver uma única resposta certa no que diz respeito à estratégia corporativa, esta tese pretende apresentar alguns princípios genéricos sobre como lidar com tais desafios. É essencial que os gestores sénior estejam sempre atentos às condições de mercado que envolvem a sua empresa, que compreendam quando e em que medida devem reagir a essas condições, e, finalmente, que devem fazê-‐lo da forma mais eficaz possível, limitando a desvantagem de uma pobre aceitação de mercado dos novos produtos/serviços lançados para responder aos concorrentes.Guedes, Nuno MagalhãesVeritati - Repositório Institucional da Universidade Católica PortuguesaAlves, Adriana Neto Branquinho da Costa2013-08-08T14:44:44Z201220122012-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/12477enginfo: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:RCAAP2023-09-12T01:36:29Zoai:repositorio.ucp.pt:10400.14/12477Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:10:12.010123Repositório 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 |
GALP : powering the low-cost market? The launch of Galp base |
title |
GALP : powering the low-cost market? The launch of Galp base |
spellingShingle |
GALP : powering the low-cost market? The launch of Galp base Alves, Adriana Neto Branquinho da Costa Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
GALP : powering the low-cost market? The launch of Galp base |
title_full |
GALP : powering the low-cost market? The launch of Galp base |
title_fullStr |
GALP : powering the low-cost market? The launch of Galp base |
title_full_unstemmed |
GALP : powering the low-cost market? The launch of Galp base |
title_sort |
GALP : powering the low-cost market? The launch of Galp base |
author |
Alves, Adriana Neto Branquinho da Costa |
author_facet |
Alves, Adriana Neto Branquinho da Costa |
author_role |
author |
dc.contributor.none.fl_str_mv |
Guedes, Nuno Magalhães Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Alves, Adriana Neto Branquinho da Costa |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
After 11 years of a stable strategy focused on providing quality fuel and convenient service, Galp Energia made the headlines in September 2010 with the surprising launch of Galp Base, a pilot project that paved its way into the low-‐cost market. The hard economic scenario lived in Portugal, the more and more price sensitive consumers and the low-‐cost alternatives’ growth, were the main drivers to the decision to launch Galp Base. In this thesis Galp Base’s launch will be discussed, different alternatives to respond to new market conditions and alternatives of branding will be analyzed and key success factors of Galp Base will be identified. This thesis comprises a Case Study and a Literature Review to support the analysis presented in the Teaching Note section. Although there is no such thing as a single right answer when it comes to corporate strategy, this thesis aims to provide some generic principles on how to handle such challenges. Key conclusions can be summed up as that it is essential for senior managers to keep aware of evolving market conditions, to understand when and to what extent to react to them, and finally to do so in a way that produces the best possible outcome while limiting the downside of a poor market acceptance of the new products/services launched to respond to competitors. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012 2012 2012-01-01T00:00:00Z 2013-08-08T14:44:44Z |
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/10400.14/12477 |
url |
http://hdl.handle.net/10400.14/12477 |
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 |
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1799131776574029824 |