Go Natural case study : internationalization of the Healthy Food Concept
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/17966 |
Resumo: | Go Natural is a Portuguese Healthy Food Concept founded in 2004 by two entrepreneur siblings, Diogo and Joana Martorell. With a selective and distinctive offer of high-quality food, Go Natural managed to create a new niche segment: Healthy Food in Shopping Centres, in a time characterized by a market offer based on international fast-food chains and traditional Portuguese cuisine. This dissertation aims to evaluate a real challenge that Go Natural experienced in 2013. Being in the market for a decade, the company is facing a strategic decision that may influence its future grow: to internationalize or not to Brazil, a growing and potential market. After suffering with the effects of the economical crisis affecting Portugal and changing consumers’ eating-out habits, Go Natural performed a category extension project named Kitchen, in order to reach the new emerging Fast Casual segment that was attracting more and more consumers, downgrading from full-service restaurants. Go Natural’s goal is not only to re-conquer consumers by offering them an added-value, but at the same time stabilize the company’s growth and strengthen its position in the national market. The internationalization process requires an extensive analysis of the Brazilian partner, market and consumer, in order to evaluate if this is the right timing for Go Natural to go abroad. To address the key success factors and differentiation basis that sustained Go Natural through its tenyear existence is also another objective of this study. The Literature Review section of this dissertation approaches pertinent topics such as brand revitalizing strategies through product and brand extensions and the analytical aspects of the decision making for the successful internationalization process. The Go Natural case study intends to give an extensive perspective of the Portuguese and Brazilian fast-food market and related future challenges. The main conclusion from this study is that Go Natural is ready to go to Brazil, as it has gathered the required experience in Portugal, as well as a stable basis to continue on growing and is now ready to expand into a new market with an experienced partner. |
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Go Natural case study : internationalization of the Healthy Food ConceptDomínio/Área Científica::Ciências Sociais::Economia e GestãoGo Natural is a Portuguese Healthy Food Concept founded in 2004 by two entrepreneur siblings, Diogo and Joana Martorell. With a selective and distinctive offer of high-quality food, Go Natural managed to create a new niche segment: Healthy Food in Shopping Centres, in a time characterized by a market offer based on international fast-food chains and traditional Portuguese cuisine. This dissertation aims to evaluate a real challenge that Go Natural experienced in 2013. Being in the market for a decade, the company is facing a strategic decision that may influence its future grow: to internationalize or not to Brazil, a growing and potential market. After suffering with the effects of the economical crisis affecting Portugal and changing consumers’ eating-out habits, Go Natural performed a category extension project named Kitchen, in order to reach the new emerging Fast Casual segment that was attracting more and more consumers, downgrading from full-service restaurants. Go Natural’s goal is not only to re-conquer consumers by offering them an added-value, but at the same time stabilize the company’s growth and strengthen its position in the national market. The internationalization process requires an extensive analysis of the Brazilian partner, market and consumer, in order to evaluate if this is the right timing for Go Natural to go abroad. To address the key success factors and differentiation basis that sustained Go Natural through its tenyear existence is also another objective of this study. The Literature Review section of this dissertation approaches pertinent topics such as brand revitalizing strategies through product and brand extensions and the analytical aspects of the decision making for the successful internationalization process. The Go Natural case study intends to give an extensive perspective of the Portuguese and Brazilian fast-food market and related future challenges. The main conclusion from this study is that Go Natural is ready to go to Brazil, as it has gathered the required experience in Portugal, as well as a stable basis to continue on growing and is now ready to expand into a new market with an experienced partner.Go Natural é um conceito português de comida saudável, fundado em 2004 por dois irmãos empreendedores, Diogo e Joana Martorell. Com uma oferta selectiva e distinta de comida de elevada qualidade, o Go Natural criou um novo segmento de nicho: Comida Saudável em Centros Comerciais, numa altura caracterizada por uma oferta de Mercado baseada em cadeias de fastfood internacionais e cozinha tradicional Portuguesa. Esta dissertação tem como objectivo analisar o desafio real que o Go Natural enfrentou em 2013. No Mercado há uma década, enfrenta agora uma decisão estratégica que poderá influenciar o seu crescimento futuro: internacionalização para o Brasil, um mercado crescente com potencial. Após ter sofrido com os efeitos da crise económica que afecta Portugal e que alterou os hábitos de consumo fora de casa, o Go Natural realizou um projecto de extensão de categoria, de forma a aproximar-se do novo segmento Fast Casual que atrai cada vez mais consumidores. O objectivo do Go Natural é reconquistar os consumidores ao oferecer-lhes um valor acrescentado e estabilizar o crescimento da empresa ao reforçar a sua posição no mercado nacional. O processo de internacionalização requere uma análise extensiva do sócio Brasileiro, do Mercado e do consumidor, de modo a avaliar se esta é a altura certa para o Go Natural se expandir. Avaliar os factores críticos de sucesso e as bases de diferenciação que sustentaram o Go Natural durante os seus dez anos de existência é outro dos objetivos deste estudo. Na secção Literature Review desta dissertação são abordados tópicos pertinentes tais como estratégias de revitalização de marca através de extensões de produto e marca, e também aspectos analíticos da tomada de decisão para um processo de internacionalização bem sucedido. O case study Go Natural pretende oferecer uma perspectiva extensiva dos mercados Português e Brasileiro de fast-food e os seus futuros desafios. A conclusão principal deste estudo é de que o Go Natural está preparado para ir para o Brasil, uma vez que reuniu a experiência necessária em Portugal, bem como uma base estável para continuar a crescer e está agora pronto para se expandir para um novo Mercado com um sócio experiente.Celeste, Pedro Manuel Amador RodriguesVeritati - Repositório Institucional da Universidade Católica PortuguesaCotrim, Marta Franco Rainha de Abreu2015-07-07T09:10:50Z2015-05-0720142015-05-07T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/17966TID:201171619enginfo: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:RCAAP2024-01-23T01:40:03Zoai:repositorio.ucp.pt:10400.14/17966Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:15:01.506777Repositório 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 case study : internationalization of the Healthy Food Concept |
title |
Go Natural case study : internationalization of the Healthy Food Concept |
spellingShingle |
Go Natural case study : internationalization of the Healthy Food Concept Cotrim, Marta Franco Rainha de Abreu Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Go Natural case study : internationalization of the Healthy Food Concept |
title_full |
Go Natural case study : internationalization of the Healthy Food Concept |
title_fullStr |
Go Natural case study : internationalization of the Healthy Food Concept |
title_full_unstemmed |
Go Natural case study : internationalization of the Healthy Food Concept |
title_sort |
Go Natural case study : internationalization of the Healthy Food Concept |
author |
Cotrim, Marta Franco Rainha de Abreu |
author_facet |
Cotrim, Marta Franco Rainha de Abreu |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Manuel Amador Rodrigues Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Cotrim, Marta Franco Rainha de Abreu |
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 Portuguese Healthy Food Concept founded in 2004 by two entrepreneur siblings, Diogo and Joana Martorell. With a selective and distinctive offer of high-quality food, Go Natural managed to create a new niche segment: Healthy Food in Shopping Centres, in a time characterized by a market offer based on international fast-food chains and traditional Portuguese cuisine. This dissertation aims to evaluate a real challenge that Go Natural experienced in 2013. Being in the market for a decade, the company is facing a strategic decision that may influence its future grow: to internationalize or not to Brazil, a growing and potential market. After suffering with the effects of the economical crisis affecting Portugal and changing consumers’ eating-out habits, Go Natural performed a category extension project named Kitchen, in order to reach the new emerging Fast Casual segment that was attracting more and more consumers, downgrading from full-service restaurants. Go Natural’s goal is not only to re-conquer consumers by offering them an added-value, but at the same time stabilize the company’s growth and strengthen its position in the national market. The internationalization process requires an extensive analysis of the Brazilian partner, market and consumer, in order to evaluate if this is the right timing for Go Natural to go abroad. To address the key success factors and differentiation basis that sustained Go Natural through its tenyear existence is also another objective of this study. The Literature Review section of this dissertation approaches pertinent topics such as brand revitalizing strategies through product and brand extensions and the analytical aspects of the decision making for the successful internationalization process. The Go Natural case study intends to give an extensive perspective of the Portuguese and Brazilian fast-food market and related future challenges. The main conclusion from this study is that Go Natural is ready to go to Brazil, as it has gathered the required experience in Portugal, as well as a stable basis to continue on growing and is now ready to expand into a new market with an experienced partner. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014 2015-07-07T09:10:50Z 2015-05-07 2015-05-07T00:00:00Z |
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info:eu-repo/semantics/publishedVersion |
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masterThesis |
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publishedVersion |
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http://hdl.handle.net/10400.14/17966 TID:201171619 |
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eng |
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