Legion business plan: an online clothes company
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/19651 |
Resumo: | The thesis is a business plan for an existing Portuguese brand called Legion. Legion is a clothing brand focused on selling upper wear for young boys and girls. As a brand directed to young people, Legion's business plan focuses on digital ways to connect with the target. The project begins with the literature review. This theoretical background will support the basis of the reasoning behind the brand's decisions. It has 6 crucial chapters which relate with the brand's course of action and ideas. After placing the reader in perspective, the core of the business plan begins. The first look up is for the external analysis. It is where the external overview is scrutinised starting off by the textile industry, then PEST analysis, competition analysis and then the 5 forces of Porter. After the bigger picture, it will be analysed the internal analysis starting with the description of the brand. As a primary approach, the brand is described and explained on the first chapters as well as Legion's vision, mission and values. Afterwards is the SWOT analysis, which will allow the reader to understand overall internal situation of the brand. With that as a basis, with both analysis in mind, starts the marketing strategy. On this section it is evaluated the STP and the marketing mix. Finally, the finances of the brand are dissected. The financial plan consists on Legion's results and what can be projected on the future. This action is crucial to perceive the feasibility of the business plan. |
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Legion business plan: an online clothes companyBusiness planComércio eletrónico -- E-commerceDigitalFashionPlano de negócioModaThe thesis is a business plan for an existing Portuguese brand called Legion. Legion is a clothing brand focused on selling upper wear for young boys and girls. As a brand directed to young people, Legion's business plan focuses on digital ways to connect with the target. The project begins with the literature review. This theoretical background will support the basis of the reasoning behind the brand's decisions. It has 6 crucial chapters which relate with the brand's course of action and ideas. After placing the reader in perspective, the core of the business plan begins. The first look up is for the external analysis. It is where the external overview is scrutinised starting off by the textile industry, then PEST analysis, competition analysis and then the 5 forces of Porter. After the bigger picture, it will be analysed the internal analysis starting with the description of the brand. As a primary approach, the brand is described and explained on the first chapters as well as Legion's vision, mission and values. Afterwards is the SWOT analysis, which will allow the reader to understand overall internal situation of the brand. With that as a basis, with both analysis in mind, starts the marketing strategy. On this section it is evaluated the STP and the marketing mix. Finally, the finances of the brand are dissected. The financial plan consists on Legion's results and what can be projected on the future. This action is crucial to perceive the feasibility of the business plan.A presente tese é um plano de negócios para a existente marca de roupa portuguesa, Legion. Legion é uma marca focada na venda de artigos de roupa para a parte superior do corpo para jovens rapazes e raparigas. Como marca jovem direcionada aos jovens, o plano de negócios da Legion foca-se no digital. Consequentemente, o canal prioritário será através do e-commerce. A revisão da literatura é o primeiro passo. Esta base teórica apoiará a base do raciocínio por trás das decisões da marca. Possui 6 capítulos cruciais relacionados ao curso de ação e às ideias da marca. Posteriormente, para entender melhor a análise externa, há uma visão geral do mercado com a análise do setor. Com isso, a visão externa é examinada através da analise da industria, análise PEST, análise da concorrência e por fim com as 5 forças de Porter. O projeto continua com a análise interna. A marca é descrita e explicada nos primeiros capítulos desta análise, bem como a visão, missão e valores. Depois de colocar o leitor em perspetiva passamos para o próximo passo deste plano de negócios com a análise SWOT. Com as estas análises em mente, dá-se início à estratégia de marketing. Nesta seção, são avaliados o STP e o marketing-mix. No final do projeto as finanças da marca são dissecadas. O plano financeiro consiste no que a Legion tem vindo a fazer e no que pode ser projetado no futuro. Essa ação é crucial para perceber a viabilidade do plano de negócios.2020-01-23T15:34:41Z2019-12-19T00:00:00Z2019-12-192019-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/19651TID:202366561engPaulico, João Pedro Inácioinfo: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:RCAAP2023-11-09T17:58:35Zoai:repositorio.iscte-iul.pt:10071/19651Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:30:30.945674Repositório 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 |
Legion business plan: an online clothes company |
title |
Legion business plan: an online clothes company |
spellingShingle |
Legion business plan: an online clothes company Paulico, João Pedro Inácio Business plan Comércio eletrónico -- E-commerce Digital Fashion Plano de negócio Moda |
title_short |
Legion business plan: an online clothes company |
title_full |
Legion business plan: an online clothes company |
title_fullStr |
Legion business plan: an online clothes company |
title_full_unstemmed |
Legion business plan: an online clothes company |
title_sort |
Legion business plan: an online clothes company |
author |
Paulico, João Pedro Inácio |
author_facet |
Paulico, João Pedro Inácio |
author_role |
author |
dc.contributor.author.fl_str_mv |
Paulico, João Pedro Inácio |
dc.subject.por.fl_str_mv |
Business plan Comércio eletrónico -- E-commerce Digital Fashion Plano de negócio Moda |
topic |
Business plan Comércio eletrónico -- E-commerce Digital Fashion Plano de negócio Moda |
description |
The thesis is a business plan for an existing Portuguese brand called Legion. Legion is a clothing brand focused on selling upper wear for young boys and girls. As a brand directed to young people, Legion's business plan focuses on digital ways to connect with the target. The project begins with the literature review. This theoretical background will support the basis of the reasoning behind the brand's decisions. It has 6 crucial chapters which relate with the brand's course of action and ideas. After placing the reader in perspective, the core of the business plan begins. The first look up is for the external analysis. It is where the external overview is scrutinised starting off by the textile industry, then PEST analysis, competition analysis and then the 5 forces of Porter. After the bigger picture, it will be analysed the internal analysis starting with the description of the brand. As a primary approach, the brand is described and explained on the first chapters as well as Legion's vision, mission and values. Afterwards is the SWOT analysis, which will allow the reader to understand overall internal situation of the brand. With that as a basis, with both analysis in mind, starts the marketing strategy. On this section it is evaluated the STP and the marketing mix. Finally, the finances of the brand are dissected. The financial plan consists on Legion's results and what can be projected on the future. This action is crucial to perceive the feasibility of the business plan. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-12-19T00:00:00Z 2019-12-19 2019-09 2020-01-23T15:34:41Z |
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/10071/19651 TID:202366561 |
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http://hdl.handle.net/10071/19651 |
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TID:202366561 |
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eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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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 |
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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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