How to implement and develop a new product category in a Portuguese retailer

• Autor(a) principal: Gomes, Ana Margarida Duarte
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/38604
• topic: Product category; Category management; Product assortment; SKU-stock keeping unit; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This Masters’ Dissertation, as part of the Masters’ in Management of Nova School of Business and Economics, was conducted in the form of a Directed Research internship at SONAE MC. The project proposed by Sonae was the development of a new product category of ethnic and international food products. Bearing in mind the goals of the internship, it seemed relevant to develop this Masters’ dissertation as a guide on how to implement and develop a new product category in the Portuguese retailer, supported by a Case-study, being the latter the development and implementation of the category “Cozinhas do Mundo”. The Case-study does not include the implementation in the e-commerce channel because Sonae decided the focus of the project, at this stage, were the offline channels.