Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?

Detalhes bibliográficos
Autor(a) principal: Gonçalves, Carla Alexandra Magalhães
Data de Publicação: 2014
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/11898
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
id RCAP_8b23d3047247c8784f145eb2f858b07d
oai_identifier_str oai:run.unl.pt:10362/11898
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?International studentsAccommodation providersRentinge-businessLondontwo-sided platformCustomer acquisitionA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsUniPlaces is a Portuguese start-up in the online reservation business covering the student housing market, which entered the London market in August 2013. After discussing with UniPlaces, it was possible to verify that their main issue in London is their customer acquisition strategy. Hence, the purpose of this Work Project will be to study and explore how UniPlaces can improve its customer’s acquisition strategy in the London market. An analysis of the market was performed in which it was analyzed what are the external factors that can influence customer acquisition such as the attractiveness of the student accommodation market. Moreover, an internal analysis of the firm was conducted in order to understand the company’s strengths and weaknesses as well as its capabilities. These analyses allowed the formulation of hypotheses that led to conclusions and recommendations that will help UniPlaces improve its customer acquisition strategy. With the aim to optimize the business model, strategies and tactics were defined about how to increase brand awareness, how to improve attractiveness of the website as well as the firm and how to improve performance both on the customer side (quality of service) and on the company side (efficacy and efficiency of internal resources). And afterwards an implementation plan was developed for the next three years.NSBE - UNLSoeiro, Filipe CastroRUNGonçalves, Carla Alexandra Magalhães2017-04-10T00:30:17Z2014-012014-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/11898TID:201530708enginfo: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:RCAAP2024-03-11T03:46:37Zoai:run.unl.pt:10362/11898Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:20:36.909595Repositório 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 Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?
title Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?
spellingShingle Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?
Gonçalves, Carla Alexandra Magalhães
International students
Accommodation providers
Renting
e-business
London
two-sided platform
Customer acquisition
title_short Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?
title_full Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?
title_fullStr Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?
title_full_unstemmed Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?
title_sort Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?
author Gonçalves, Carla Alexandra Magalhães
author_facet Gonçalves, Carla Alexandra Magalhães
author_role author
dc.contributor.none.fl_str_mv Soeiro, Filipe Castro
RUN
dc.contributor.author.fl_str_mv Gonçalves, Carla Alexandra Magalhães
dc.subject.por.fl_str_mv International students
Accommodation providers
Renting
e-business
London
two-sided platform
Customer acquisition
topic International students
Accommodation providers
Renting
e-business
London
two-sided platform
Customer acquisition
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2014
dc.date.none.fl_str_mv 2014-01
2014-01-01T00:00:00Z
2017-04-10T00:30:17Z
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/10362/11898
TID:201530708
url http://hdl.handle.net/10362/11898
identifier_str_mv TID:201530708
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.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
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
repository.mail.fl_str_mv
_version_ 1799137847610966016

Registros relacionados