Altran Portugal : the need to reinforce the brand in the portuguese market

• Autor(a) principal: Rodrigues, Maria Inês Reia de Faria
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/15926
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Altran was an international consulting group, leader on innovation and high-tech engineering in the European realm. It was present in the Portuguese market since 1998, but despite the years of experience and the proved potential in the field, the recognition of its innovative side in the local market was still behind the expectations of the company. In 2011, with the entrance of a new CEO, Philippe Salle, there was a turning point for the multinational. It was defined a new strategy for the group with the aim of reinforcing the brand not only globally, but also locally. Altran Portugal was, obviously, no exception: the new strategic plan presented a great opportunity for the local subsidiary to strengthen the brand in the national realm. To give a broader overview of the current situation of Altran Portugal, this dissertation aims to provide the reader a profound understanding about the company background and how it has evolved in the Portuguese market. Regarding this, it is made a characterization of the national IT and R&D market and an analysis of the respective competitive structure and future market opportunities. In addition, the new strategic plan released by the group is explored as a way to understand the strategic opportunities and challenges it brought to the Portuguese subsidiary in terms of business and marketing practices. Finally, and in order to have a richer analysis, it is made an evaluation of the perception of the brand/company among customers and employees, with the aim of further find points of agreement and conflict between them. Overall, the main purpose of this dissertation is to better understand the positioning of the brand Altran in the domestic market and further realize the challenges it has to overcome in order to reinforce the brand in the national realm, while being able to fulfill the parameters defined globally by the group.