Go Natural : a new fast food concept
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/10906 |
Resumo: | Go Natural is a 100% Portuguese healthy fast food chain that was created by two siblings’ entrepreneurs, Diogo and Joana Martorell, whom had the wish to make something different. This company was chosen to serve as the setting of a Teaching Marketing study, with the purpose of being used as a pedagogical tool in undergraduate programs. This case provides students the opportunity to become familiar with brand expansions and the fast food market. In 2004, this pioneer brand providing a diversified and different range of products, in the Portuguese fast food industry, was growing and retaining more clients. However, in 2009, when Portugal faced an unfavourable scenario, some doubts appeared when sales growth started to increase in a lower rate, forcing to adapt their business to this new and adverse scenario and to costumers’ habits changes. To face this dilemma, two options were studied - internationalization and brand expansion. The product provided is a quality and healthy product aligned with an efficient and customized service with value to the clients, only like that was possible to survive in that competitive industry. Despite this, Go Natural felt the need to diversify their product, with the purpose of identify and plan future strategies. Students are presented with information to support their decision and give recommendations to the evolution of the brand. This case provides an opportunity to students to be in a real life situation, in the role-play of the CEO of the company in a crucial decision to the future. |
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Go Natural : a new fast food conceptDomínio/Área Científica::Ciências Sociais::Economia e GestãoGo Natural is a 100% Portuguese healthy fast food chain that was created by two siblings’ entrepreneurs, Diogo and Joana Martorell, whom had the wish to make something different. This company was chosen to serve as the setting of a Teaching Marketing study, with the purpose of being used as a pedagogical tool in undergraduate programs. This case provides students the opportunity to become familiar with brand expansions and the fast food market. In 2004, this pioneer brand providing a diversified and different range of products, in the Portuguese fast food industry, was growing and retaining more clients. However, in 2009, when Portugal faced an unfavourable scenario, some doubts appeared when sales growth started to increase in a lower rate, forcing to adapt their business to this new and adverse scenario and to costumers’ habits changes. To face this dilemma, two options were studied - internationalization and brand expansion. The product provided is a quality and healthy product aligned with an efficient and customized service with value to the clients, only like that was possible to survive in that competitive industry. Despite this, Go Natural felt the need to diversify their product, with the purpose of identify and plan future strategies. Students are presented with information to support their decision and give recommendations to the evolution of the brand. This case provides an opportunity to students to be in a real life situation, in the role-play of the CEO of the company in a crucial decision to the future.Assunção, João Borges deOliveira, SandraVeritati - Repositório Institucional da Universidade Católica PortuguesaCoelho, João Miguel Rodrigues2013-06-03T10:56:24Z2013-02-2220132013-02-22T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/10906TID:201088819porinfo: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:RCAAP2023-09-19T01:38:30Zoai:repositorio.ucp.pt:10400.14/10906Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:09:23.629735Repositório 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 |
Go Natural : a new fast food concept |
title |
Go Natural : a new fast food concept |
spellingShingle |
Go Natural : a new fast food concept Coelho, João Miguel Rodrigues Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Go Natural : a new fast food concept |
title_full |
Go Natural : a new fast food concept |
title_fullStr |
Go Natural : a new fast food concept |
title_full_unstemmed |
Go Natural : a new fast food concept |
title_sort |
Go Natural : a new fast food concept |
author |
Coelho, João Miguel Rodrigues |
author_facet |
Coelho, João Miguel Rodrigues |
author_role |
author |
dc.contributor.none.fl_str_mv |
Assunção, João Borges de Oliveira, Sandra Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Coelho, João Miguel Rodrigues |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Go Natural is a 100% Portuguese healthy fast food chain that was created by two siblings’ entrepreneurs, Diogo and Joana Martorell, whom had the wish to make something different. This company was chosen to serve as the setting of a Teaching Marketing study, with the purpose of being used as a pedagogical tool in undergraduate programs. This case provides students the opportunity to become familiar with brand expansions and the fast food market. In 2004, this pioneer brand providing a diversified and different range of products, in the Portuguese fast food industry, was growing and retaining more clients. However, in 2009, when Portugal faced an unfavourable scenario, some doubts appeared when sales growth started to increase in a lower rate, forcing to adapt their business to this new and adverse scenario and to costumers’ habits changes. To face this dilemma, two options were studied - internationalization and brand expansion. The product provided is a quality and healthy product aligned with an efficient and customized service with value to the clients, only like that was possible to survive in that competitive industry. Despite this, Go Natural felt the need to diversify their product, with the purpose of identify and plan future strategies. Students are presented with information to support their decision and give recommendations to the evolution of the brand. This case provides an opportunity to students to be in a real life situation, in the role-play of the CEO of the company in a crucial decision to the future. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-06-03T10:56:24Z 2013-02-22 2013 2013-02-22T00:00:00Z |
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/10400.14/10906 TID:201088819 |
url |
http://hdl.handle.net/10400.14/10906 |
identifier_str_mv |
TID:201088819 |
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por |
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por |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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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 |
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RCAAP |
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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) |
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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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