Delta Cafés : going to China : choosing who to target and where to sell

Detalhes bibliográficos
Autor(a) principal: Canedo, João Levy Varandas
Data de Publicação: 2016
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/20501
Resumo: This dissertation has the objective of studying Delta Cafés, the leading company in the Portuguese coffee market. The case study presented occurs in 2014, and is set to clearly detail the process of internationalization of Delta Cafés in the Chinese market. Rui Nabeiro, the company’s CEO, had to decide which would be the best entry strategy to conquer the highest market share in such an intriguing, yet powerful market. The choice of entry was debated amongst two main strategies, the first one of following an approach where the brand would be launched as a Luxury brand and a second one, where the company would focus in a Mass Brand strategy. A detailed study of Delta and its consumers was elaborated in order to determine the most viable decision concerning the two possible entry strategies. The global coffee market was taken into deep consideration, given that, Delta’s decision would be based not only on the current market situation, but also in future trends that the market may follow. When considering all the dimensions above, a thorough analysis was pursued when answering the questions in order to define the appropriate entry strategy, with the purpose of achieving the most viable decision.
id RCAP_b264df3ca02b8969fc39f44617688618
oai_identifier_str oai:repositorio.ucp.pt:10400.14/20501
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Delta Cafés : going to China : choosing who to target and where to sellDelta CafésCoffee marketChinese marketMass marketLuxury and future trendsMercado de cafésMercado chinêsMercado comumLuxo e tendências futurasDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis dissertation has the objective of studying Delta Cafés, the leading company in the Portuguese coffee market. The case study presented occurs in 2014, and is set to clearly detail the process of internationalization of Delta Cafés in the Chinese market. Rui Nabeiro, the company’s CEO, had to decide which would be the best entry strategy to conquer the highest market share in such an intriguing, yet powerful market. The choice of entry was debated amongst two main strategies, the first one of following an approach where the brand would be launched as a Luxury brand and a second one, where the company would focus in a Mass Brand strategy. A detailed study of Delta and its consumers was elaborated in order to determine the most viable decision concerning the two possible entry strategies. The global coffee market was taken into deep consideration, given that, Delta’s decision would be based not only on the current market situation, but also in future trends that the market may follow. When considering all the dimensions above, a thorough analysis was pursued when answering the questions in order to define the appropriate entry strategy, with the purpose of achieving the most viable decision.Esta dissertação tem como objetivo o estudo da empresa Delta Cafés, empresa líder no mercado de cafés em Portugal. O caso apresentado, ocorre em 2014 e destina-se a relatar o processo de internacionalização da empresa para o mercado Chinês. O CEO, Rui Nabeiro, teve de decidir qual a melhor estratégia para conseguir conquistar a melhor quota de mercado dentro do país alvo. A dúvida baseou-se em duas estratégias, em que a primeira teria por base o lançamento da marca Delta como uma Marca de Luxo e uma segunda, onde a empresa se iria focar no mercado comum. Para ilustrar a decisão, foi feito um estudo global, tanto do consumidor como da empresa.O mercado global do café foi igualmente tomado em consideração, na medida em que a decisão da empresa se baseará não só na situação atual do mercado, mas também nas tendências futuras que este mercado poderá apresentar. Considerando todos estes fatores, uma análise profunda foi tida em conta na resposta às questões, de modo a definir uma estratégia apropriada no sentido de obter uma decisão o mais viável possível.Marcos, Paulo Alexandre GonçalvesVeritati - Repositório Institucional da Universidade Católica PortuguesaCanedo, João Levy Varandas2016-08-12T09:14:57Z2016-07-2720162016-07-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/20501TID:201243008enginfo: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:RCAAP2023-07-12T17:26:22Zoai:repositorio.ucp.pt:10400.14/20501Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:16:56.568622Repositório 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 Delta Cafés : going to China : choosing who to target and where to sell
title Delta Cafés : going to China : choosing who to target and where to sell
spellingShingle Delta Cafés : going to China : choosing who to target and where to sell
Canedo, João Levy Varandas
Delta Cafés
Coffee market
Chinese market
Mass market
Luxury and future trends
Mercado de cafés
Mercado chinês
Mercado comum
Luxo e tendências futuras
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Delta Cafés : going to China : choosing who to target and where to sell
title_full Delta Cafés : going to China : choosing who to target and where to sell
title_fullStr Delta Cafés : going to China : choosing who to target and where to sell
title_full_unstemmed Delta Cafés : going to China : choosing who to target and where to sell
title_sort Delta Cafés : going to China : choosing who to target and where to sell
author Canedo, João Levy Varandas
author_facet Canedo, João Levy Varandas
author_role author
dc.contributor.none.fl_str_mv Marcos, Paulo Alexandre Gonçalves
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Canedo, João Levy Varandas
dc.subject.por.fl_str_mv Delta Cafés
Coffee market
Chinese market
Mass market
Luxury and future trends
Mercado de cafés
Mercado chinês
Mercado comum
Luxo e tendências futuras
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Delta Cafés
Coffee market
Chinese market
Mass market
Luxury and future trends
Mercado de cafés
Mercado chinês
Mercado comum
Luxo e tendências futuras
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This dissertation has the objective of studying Delta Cafés, the leading company in the Portuguese coffee market. The case study presented occurs in 2014, and is set to clearly detail the process of internationalization of Delta Cafés in the Chinese market. Rui Nabeiro, the company’s CEO, had to decide which would be the best entry strategy to conquer the highest market share in such an intriguing, yet powerful market. The choice of entry was debated amongst two main strategies, the first one of following an approach where the brand would be launched as a Luxury brand and a second one, where the company would focus in a Mass Brand strategy. A detailed study of Delta and its consumers was elaborated in order to determine the most viable decision concerning the two possible entry strategies. The global coffee market was taken into deep consideration, given that, Delta’s decision would be based not only on the current market situation, but also in future trends that the market may follow. When considering all the dimensions above, a thorough analysis was pursued when answering the questions in order to define the appropriate entry strategy, with the purpose of achieving the most viable decision.
publishDate 2016
dc.date.none.fl_str_mv 2016-08-12T09:14:57Z
2016-07-27
2016
2016-07-27T00:00:00Z
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/10400.14/20501
TID:201243008
url http://hdl.handle.net/10400.14/20501
identifier_str_mv TID:201243008
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
repository.mail.fl_str_mv
_version_ 1799131854682456064

Registros relacionados