Challenges and strategies for entry into the sports nutrition market in Portugal: a case study

• Autor(a) principal: Correia, Arnaldo André
• 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/10071/19974
• topic: Sports nutrition; Entrepreneurship; E-commerce; Digital marketing; Strategy; Nutrição desportiva; Empreendedorismo; Marketing digital; Estratégias

Entering a new business into the market is a challenge and requires a set of resources to cope with pressures of various kinds: temporal, financial, competitive, brand positioning. However, the biggest challenge for entrepreneurs facing a highly competitive business environment is the knowledge of the market in which they will operate, as this implies gathering a set of information about the product or service they are offering and the competition it must face. This dissertation intends to know the challenges and strategies of entry of a sport nutrition company in the Portuguese market, taking as a case study Prozis, a Portuguese online company that operates in the retail area of sports nutrition products and that constitutes currently a success story and a reference at European level. Thus, the main objective of this dissertation is to try to identify the main barriers faced by a company wishing to implement a sports nutrition supplement in the retail business, with immediate responsiveness to all the challenges that arise in the management of this type of business. Additionally, it is intended to define which are the most appropriate marketing strategies for this market segment, which can contribute to generate as many sales as possible and retain the loyalty of consumers of this type of products.