Amanhecer : a new strategy to face the wholesale market
Autor(a) principal: | |
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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 |
Resumo: | 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. |
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Amanhecer : a new strategy to face the wholesale marketFor 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.Durante muito tempo, o comércio tradicional foi o primeiro e único local de escolha dos consumidores para fazer as suas compras. No entanto, ao longo dos anos, este mercado tem vindo a perder competitividade, consumidores, investimento externo e ao mesmo tempo tem vindo a ganhar concorrentes. Esta tendência estará prestes a terminar, uma vez que os retalhistas tradicionais já não estão sozinhos no mercado. Nasceu uma nova Era onde os grandes grupos de retalho começam a concentrar o seu investimento no comércio tradicional. Os comerciantes têm-se unido e começam a competir como uma cadeia de retalho organizado. O objectivo desta dissertação é proporcionar através do caso Amanhecer, um exemplo de uma nova estratégia para enfrentar o mercado grossista. Com apenas três meses, o projecto desenvolvido pelo Recheio, em parceria com os comerciantes, promete a revitalização do mercado tradicional. Ninguém melhor do que o líder de mercado, Recheio, presente no mercado há mais de 40 anos para investir nestas lojas. A finalidade é fornecer aos comerciantes o know-how, formação e apoio de marketing. O Recheio certifica-se de que as lojas têm todos os recursos necessários e os intervenientes estão providos de um forte sentido de compromisso. Deste modo, conseguirá garantir o sucesso e a longevidade da parceria. Apesar de as lojas continuarem a pertencer aos proprietários, ao enfrentarem o mercado como uma cadeia organizada e eficiente, ganham mais força. As suas vantagens competitivas, localização privilegiada e serviço genuíno são altamente importantes para os consumidores. Perder este mercado, mais do que representar o fim de uma parte muito importante do nosso passado, afectaria negativamente a experiência de compra dos consumidores. Este caso é um exemplo de que nem todos os mercados que se encontrem em recessão terão necessariamente que acabar.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaCruz, Marta Gonçalves May Pereira da2012-01-20T14:00:07Z201120112011-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/7573enginfo: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:RCAAP2023-09-26T01:40:28Zoai:repositorio.ucp.pt:10400.14/7573Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:07:37.563088Repositório 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 |
Amanhecer : a new strategy to face the wholesale market |
title |
Amanhecer : a new strategy to face the wholesale market |
spellingShingle |
Amanhecer : a new strategy to face the wholesale market Cruz, Marta Gonçalves May Pereira da |
title_short |
Amanhecer : a new strategy to face the wholesale market |
title_full |
Amanhecer : a new strategy to face the wholesale market |
title_fullStr |
Amanhecer : a new strategy to face the wholesale market |
title_full_unstemmed |
Amanhecer : a new strategy to face the wholesale market |
title_sort |
Amanhecer : a new strategy to face the wholesale market |
author |
Cruz, Marta Gonçalves May Pereira da |
author_facet |
Cruz, Marta Gonçalves May Pereira da |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Cruz, Marta Gonçalves May Pereira da |
description |
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. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011 2011 2011-01-01T00:00:00Z 2012-01-20T14:00:07Z |
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/10400.14/7573 |
url |
http://hdl.handle.net/10400.14/7573 |
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eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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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 |
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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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