Riding the wave of the emerging surf market: business plan for the implementation of the surf accessories brand “Escudo”
Autor(a) principal: | |
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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/10071/19891 |
Resumo: | The objective of this master thesis is the elaboration of a viable Business Plan for the surfboard cover brand ESCUDO. This business plan studies the viability of the creation of a company competing in the surf accessories industry in Portugal, producing sustainable, high-quality surfboard covers made out of ocean waste. In order to develop the business plan, the methodology of strategic business planning1 is used with the sub steps containing 1. Conducting strategic business review 2. Business visioning 3. Business strategy development 4. Implementation formulation Primary and secondary sources are used to gather insights about the surf industry as well as customer behavior in the target region before creating the business plan. Quantitative and qualitative research was conducted in the form of questionnaires, addressing the surfing community as well as expert interviews to gather deeper insights and expert knowledge from the surf industry. This plan aims to serve the foundress as a guide for the implementation of the venture as it plays an important role in a company’s well-being due to its high impact on profitability, stability and finding the most suitable position for the business in the market. The analysis reveals a gap in the surfboard cover market and the research results as well as the thorough market study clearly indicate that the creation of the surfboard cover brand ESCUDO can result in a lucrative business idea to pursue. The plan contains in detail all relevant intermediate steps needed to be undertaken in order to enter the market with this innovative product. |
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Riding the wave of the emerging surf market: business plan for the implementation of the surf accessories brand “Escudo”Business planSurf IndustrySustainabilitySurfboard coverPlano de negócioIndústria de surfSustentabilidadeCobertura de surfThe objective of this master thesis is the elaboration of a viable Business Plan for the surfboard cover brand ESCUDO. This business plan studies the viability of the creation of a company competing in the surf accessories industry in Portugal, producing sustainable, high-quality surfboard covers made out of ocean waste. In order to develop the business plan, the methodology of strategic business planning1 is used with the sub steps containing 1. Conducting strategic business review 2. Business visioning 3. Business strategy development 4. Implementation formulation Primary and secondary sources are used to gather insights about the surf industry as well as customer behavior in the target region before creating the business plan. Quantitative and qualitative research was conducted in the form of questionnaires, addressing the surfing community as well as expert interviews to gather deeper insights and expert knowledge from the surf industry. This plan aims to serve the foundress as a guide for the implementation of the venture as it plays an important role in a company’s well-being due to its high impact on profitability, stability and finding the most suitable position for the business in the market. The analysis reveals a gap in the surfboard cover market and the research results as well as the thorough market study clearly indicate that the creation of the surfboard cover brand ESCUDO can result in a lucrative business idea to pursue. The plan contains in detail all relevant intermediate steps needed to be undertaken in order to enter the market with this innovative product.O objetivo desta tese de mestrado é a elaboração de um Plano de Negócios viável para a marca de cobertura de pranchas ESCUDO. Em particular, este plano de negócios estuda a viabilidade da criação de uma empresa concorrente na indústria de acessórios de surf em Portugal, produzindo capas de pranchas de surf sustentáveis e de alta qualidade feitas a partir de resíduos oceânicos. Para desenvolver o plano de negócios, a metodologia de planeamento estratégico de negócios2 foi utilizada com as sub-etapas contendo 1. Realização de revisão estratégica de negócios 2. Visão de negócios 3. Desenvolvimento de estratégia de negócios 4. Formulação da implementação Além disso, para coletar dados de mercado adicionais e de apoio, pesquisas quantitativas e qualitativas foram conduzidas na forma de questionários, abordando a comunidade de surfistas e entrevistas com especialistas para coletar informação profunda e conhecimento especializados da indústria do surfe. O desenvolvimento deste plano vai servir à fundadora como guia para a implementação do empreendimento, uma vez que desempenha um papel importante no bem-estar da empresa, devido ao seu alto impacto na rentabilidade, estabilidade e encontrar a posição mais adequada para o negócio no mercado. A análise revelou uma lacuna no mercado de cobertura de pranchas de surfe e os resultados da pesquisa indicam claramente que a criação da marca de capa de pranchas de surf ESCUDO pode resultar numa lucrativa ideia de negócio a ser seguida. O plano mostra detalhadamente todos os passos intermediários relevantes necessários para entrar no mercado com este produto inovador.2021-01-26T00:00:00Z2020-01-27T00:00:00Z2020-01-272019-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/19891TID:202441482engGeisler, Katiainfo: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:RCAAP2023-11-09T17:29:32Zoai:repositorio.iscte-iul.pt:10071/19891Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:13:12.389721Repositório 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 |
Riding the wave of the emerging surf market: business plan for the implementation of the surf accessories brand “Escudo” |
title |
Riding the wave of the emerging surf market: business plan for the implementation of the surf accessories brand “Escudo” |
spellingShingle |
Riding the wave of the emerging surf market: business plan for the implementation of the surf accessories brand “Escudo” Geisler, Katia Business plan Surf Industry Sustainability Surfboard cover Plano de negócio Indústria de surf Sustentabilidade Cobertura de surf |
title_short |
Riding the wave of the emerging surf market: business plan for the implementation of the surf accessories brand “Escudo” |
title_full |
Riding the wave of the emerging surf market: business plan for the implementation of the surf accessories brand “Escudo” |
title_fullStr |
Riding the wave of the emerging surf market: business plan for the implementation of the surf accessories brand “Escudo” |
title_full_unstemmed |
Riding the wave of the emerging surf market: business plan for the implementation of the surf accessories brand “Escudo” |
title_sort |
Riding the wave of the emerging surf market: business plan for the implementation of the surf accessories brand “Escudo” |
author |
Geisler, Katia |
author_facet |
Geisler, Katia |
author_role |
author |
dc.contributor.author.fl_str_mv |
Geisler, Katia |
dc.subject.por.fl_str_mv |
Business plan Surf Industry Sustainability Surfboard cover Plano de negócio Indústria de surf Sustentabilidade Cobertura de surf |
topic |
Business plan Surf Industry Sustainability Surfboard cover Plano de negócio Indústria de surf Sustentabilidade Cobertura de surf |
description |
The objective of this master thesis is the elaboration of a viable Business Plan for the surfboard cover brand ESCUDO. This business plan studies the viability of the creation of a company competing in the surf accessories industry in Portugal, producing sustainable, high-quality surfboard covers made out of ocean waste. In order to develop the business plan, the methodology of strategic business planning1 is used with the sub steps containing 1. Conducting strategic business review 2. Business visioning 3. Business strategy development 4. Implementation formulation Primary and secondary sources are used to gather insights about the surf industry as well as customer behavior in the target region before creating the business plan. Quantitative and qualitative research was conducted in the form of questionnaires, addressing the surfing community as well as expert interviews to gather deeper insights and expert knowledge from the surf industry. This plan aims to serve the foundress as a guide for the implementation of the venture as it plays an important role in a company’s well-being due to its high impact on profitability, stability and finding the most suitable position for the business in the market. The analysis reveals a gap in the surfboard cover market and the research results as well as the thorough market study clearly indicate that the creation of the surfboard cover brand ESCUDO can result in a lucrative business idea to pursue. The plan contains in detail all relevant intermediate steps needed to be undertaken in order to enter the market with this innovative product. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-09 2020-01-27T00:00:00Z 2020-01-27 2021-01-26T00:00:00Z |
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/10071/19891 TID:202441482 |
url |
http://hdl.handle.net/10071/19891 |
identifier_str_mv |
TID:202441482 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
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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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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