Amanhecer : a new strategy to face the wholesale market

• Autor(a) principal: Cruz, Marta Gonçalves May Pereira da
• Data de Publicação: 2011
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/7573

For many years traditional retail was the first and only choice of consumers when purchasing. However, along the years, the market has been losing competitiveness, customers and external investment, and at the same time has been gaining competitors. This trend is about to end, as traditional retail are no longer alone in the wholesale market. A new era where large retailers groups are focusing their attention on these stores has arisen. Retailers are joining together and are starting to compete as an organized chain. The aim of this dissertation is to provide, through the Amanhecer case, an example of a new strategy to face the wholesale market. Dating back only three months, the project developed by Recheio in partnership with retailers promises to revitalize traditional retailing. There is no one better than the market leader, Recheio, present in the market for more than 40 years, to invest in these stores. They aim to provide retailers with know-how, training and marketing support, ensuring that the stores have all the tools and a strong commitment to succeed and turn the project into a lasting business relationship. In spite of continuing to belong to the owners, by approaching the market as an organized and efficient chain, traditional stores gain market strength. These stores’ competitive advantage, privileged location and genuine service are highly valued by consumers. Losing this market, more than representing the end of a very important part of our past, would negatively affect consumers’ buying experience. This case is an example that not all decreasing markets have a defined path.