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Dissertations / Theses on the topic 'FMCG marketing'
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1
Gilchrist, Philip. "Relationship Marketing in the FMCG : The Forgotten Consumer." Thesis, Linköpings universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119539.
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Many producers in the FMCG experience immense pressure from strong retailers and hard discounters. One solution proposed by academics is through engaging in Relationship Marketing with the end consumer to create a strong pull-effect and loyalty to the brand. In order to understand how producers make use of Relationship Marketing, 5 case studies with Swedish FMCG- producers has been conducted. It has been found that producers merely make any use of Relationship Marketing towards consumers, albeit focus a lot of resources on Relationship Marketing towards the immediate customers. The author examines the feasibility of Relationship Marketing in the FMCG, and concludes that the producers overlook many of the outlined benefits of Relationship Marketing.
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Froněk, Filip. "How can co-creation change the FMCG marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199736.
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This thesis analyzes co-creation, a modern trend in marketing, and guides companies how to use co-creation to increase efficiency of their marketing practices. Co-creation is placed in the framework of digitalization, which is current megatrend in marketing influencing the traditional marketing methods. After deep analysis of current trends in marketing with focus on digitalization, the thesis emphases co-creation, describes the process of co-creation and applies it to an example of co-creation project of the brand Fa. It presents that co-creation project needs to be well planned and well executed as it can otherwise lead into brand dilution or the results would be different from company's objectives. In the end of the thesis, recommendations are deduced based on the concluded survey showing the further steps in Fa co-creation project as well as co-creation in general.
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Hofmanová, Tereza. "Využití sociálních sítí v marketingové strategii FMCG společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-82013.
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This diploma thesis outlines the ways of efficient marketing use and performance measurement of social networks by FMCG companies. The first chapter defines the concewpt of social networks, describes their benefits for company marketing and introduces the major world and Czech social networks. The second chapter is dedicated to the current most important social network, Facebook. The sub-chapters are covering structure and creation of a fan page, main principles of page management, post planning, aplications, ads, social graph and Facebook advertising policies. Main attention is given to the content of a fan page. the third chapter introduces the marketing potential of Youtube.The fourth chapter features the options of social networks performance measurement. The second half of the work introduces the marketing strategy on social networks for the company Nutricia a.s.
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Sámek, Michal. "Marketingové komunikace mezi výrobcem,distributorem a spotřebitelem na B2B trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85822.
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Waniausová, Lucie. "Marketingové plánování v FMCG: případová studie značky Lovela." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114382.
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The Master's Thesis'goal is to identify specifics of maketing planning in FMCG market and prepare marketing plan for brand Lovela in 2012. Thesis is divided into three related sections. The first part is purely theoretical and summarizes lessons learned from the available literature dealing with the topic of marketing planning and its phases. The second part is focused on description of each phase from experts'point of view. This part is based on interviews with three FMCG brand managers. The third part is devoted to the creation of the specific annual marketing plan.
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Schmutzler, Alexander René [Verfasser], Ove [Gutachter] Jensen, and Martin [Gutachter] Fassnacht. "FMCG marketing and sales : organizing trade marketing, category management, and shopper marketing / Alexander René Schmutzler. Gutachter: Ove Jensen ; Martin Fassnacht." Vallendar : WHU - Otto Beisheim School of Management, 2016. http://d-nb.info/1113594853/34.
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Schmutzler, Alexander René Verfasser], Ove [Gutachter] [Jensen, and Martin [Gutachter] Fassnacht. "FMCG marketing and sales : organizing trade marketing, category management, and shopper marketing / Alexander René Schmutzler. Gutachter: Ove Jensen ; Martin Fassnacht." Vallendar : WHU - Otto Beisheim School of Management, 2016. http://nbn-resolving.de/urn:nbn:de:hbz:992-opus4-1806.
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Pivovarník, Jan. "Aplikace systému řízení marketingových kampaní v oblasti retail FMCG." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199228.
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This thesis focuses on marketing campaign life cycle management and customer relationship management in the area of fast moving consumer goods. Because of the highly competitive nature of this market the companies are in search of ways how to gain an advantage over their competitors -- which can be more effective marketing towards customers. The main goals of this thesis are completion of thorough theoretical fundamentals and subsequently design of methodology of marketing campaign management. The theoretical part of this thesis presents basic concepts and discuses the topic separately from both technology and marketing standpoint. Also this part presents current trends in the EMM area and explains the customer relationship management specifics of the FMCG market. Practical chapters consist in development of the marketing campaign lifecycle methodology. The methodology is based on theoretical concepts presented in the first part of thesis and my own professional experience with implementation projects. The main merit of this thesis is development of the methodology, which is technology independent, intuitive, flexible and utilizable not only in the FMCG area. Another merit is drawing up of complex theoretical concepts that are merely covered by professional literature.
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Mbuyazi, Vivian Sifiso. "The use of new communication strategies to enhance marketing of Fast Moving Customer Goods (FMCG)." Thesis, University of Zululand, 2012. http://hdl.handle.net/10530/1344.
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A thesis submitted in fulfilment of the requirements for the degree of Master of Arts in the Department of Communication Science at the University of Zululand, South Africa, 2012.The study was conducted with the purpose of surveying the nature, patterns and trends of the new communication strategies to enhance marketing of fast moving customer goods (FMCG). The researcher intended to investigate current consumer behaviour with respect to fast moving consumer goods FMCG and new communication strategies for marketing of FMCG. The study focused primarily on managing FMCG to increase its availability to rural communities with the hope of addressing poverty eradication and providing some avenues for job creation. This included an investigation into new media and technology to enhance the marketing of FMCG with the intention of making these goods more easily accessible to rural communities. The study also investigated current consumer behaviour with respect to fast moving consumer goods (FMCG) and new communication strategies for marketing of FMCG. Unravelling methods of making FMCG easily available to rural communities would be an alternate strategy to urbanise rural communities and reduce unemployment. FMCG forms a fundamental aspect of people’s daily lives and is an ideal tool which can be used to manipulate industry to touch lives of all people throughout South Africa. The study offers thought provoking ideas on how to urbanise rural communities by using basic commodities which people use on a daily basis, and it further offers ideas for further research in this field. It also unravels contemporary methods of marketing basic commodities.
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Thurn, Emmie, and David Gustafsson. "The Battle of the Customers – Does loyalty exist within the FMCG market?" Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19894.
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Title: The Battle of the Customers – Does loyalty exist within the FMCG market? Authors: Emmie Thurn 880909, David Gustafsson 870926 Purpose: The purpose with this study is to examine how relationship marketing strategies can enhance companies’ effectiveness, within the FMCG market, in the sense of more satisfied and loyal customers. The 5Qs model will be applied in order to see if there are any critical quality factors that encourage long-term relationship. Methodology: This quantitative study was based upon positivistic assumptions and carried out by a deductive research approach. The data was collected through two questionnaires, which included 200 customers and 15 representatives from three various FMCG stores. Conclusion: In this study the authors have found that RM, as the current theory present it, does not provide any effective strategies to create customer satisfaction and loyalty within the FMCG market. Therefore, the authors raise the question if price is the new customer loyalty program within the FMCG market? Ten quality factors are identified as critical when generating a long-term relationship between FMCG stores and customers. To create a successful long-term relationship can these quality factors be combined into a PRODSERV offer. Keywords: Relationship marketing, quality, customer satisfaction, customer loyalty, 5Qs model, the FMCG market.
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Morel, Magali, and Francis Kwakye. "Green marketing: Consumers´ Attitude towards Eco-friendly Products and Purchase Intention in the Fast Moving Consumer Goods (FMCG) sector." Thesis, Umeå universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-59596.
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The research study is on the green marketing but specifically on consumers’ attitudes and purchase intention of eco-friendly products. It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce eco-friendly products and these provided much rich information for the literature studies of the thesisThe objective of this research was looked into and explored the influencing of the four traditional marketing-mix elements, satisfaction and word of mouth (WOM) on attitude and purchasing intentions of consumers on eco-friendly products specifically fasting moving consumer goods (FMCG) or non-durable ones. The purpose of the study was to obtain information from consumers’ point of view. Furthermore, one perspective of the study was to look into the comparison of the Swedish and the Non-Swedish their attitudes towards eco-friendly products. A questionnaire provided to obtain the views of the Swedish and others nationalities, how they are influenced by the marketing-mix elements (4P), satisfaction and WOM concerning green attitudes and purchase intention of eco-friendly products. A quantitative approach was adopted for the study by using a questionnaire, one paper version and another online version the total sample was composed of 174 respondents, 81 were collected through internet by using Google.doc surveys and Facebook and 93 by using standard paper questionnaire form. Furthermore, convenient sample was used to collect data so the chosen boundary was Umeå University and its residents.Our findings indicated that consumers who already bought eco-friendly products and those who are satisfied by these previous purchases were willing to repeat purchases. Indeed satisfaction goes with purchase intention. Furthermore the importance of WOM and Advertising about green products the fact that consumers believe in green claim explain the variance of the purchase intention. Positive attitudes concerning willingness to pay an extra price for green products are also correlated with purchase intention. However we discovered also that positive attitudes towards green products do not always lead to action i.e. purchase of these products. Our findings demonstrated that there were differences in attitudes and purchase intention toward green products between mainly the women and men and between the Swedish and the Non-Swedish.
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Mallo, Angelina, and Mira Vincze. "Future of online marketing: Consumer Recommendations." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-246041.
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The purpose of this thesis is to research how consumer recommendations can be used in terms of marketing and sales purposes in the Fast Moving Consumer Goods sector. Due to technological changes and a shift from traditional to digital marketing, the way of communicating to the audience has changed. Consumer recommendations, micro influencers and social media platforms are a part of digital marketing that is growing progressively. The paradigm of the thesis is interpretivism with following a qualitative research method, inductive reasoning and a case study in focus. The findings show that digital marketing, thanks to aspects as social media and e-commerce, has been growing, however has not completely taken over the marketing field. Influencers are getting a bigger role as marketing tools with the shift of power evolving. Due to these reasons is why and how consumer recommendations have become such a big trend nowadays.
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Rashid, Paola. "Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-226901.
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Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. Research Question: Are digital marketing communication channels in an IMC strategy effective in creating awareness, associations and sales within the FMCG industry? Methodological approach: An exploratory case study was adopted utilizing a mix of data sources. An interview with the Nordic Marketing Manager at the focal firm combined with multiple-source secondary data was used to give the context of the IMC strategy. A survey was then conducted with 269 respondents, thus the study measures the outcome on an individual level. Findings: The findings show that the digital marketing communication channels have little or no direct effects on awareness, associations and sales. When looking at light – heavy category users it is found that the traditional marketing communication channels have a greater effect on the lightest users. Social media from others than the firm was found to have greater effects on awareness for heavier category users. Synergy effects were found for social media from the focal firm and others. Although the touchpoints that gained synergy effects were unexpected: Seen at work, tasted at work, sample from i.e. friends and family and seen on shelf. Further research is needed. Contribution: This study moves beyond the laboratory setting of most previous research, allowing study of the touchpoints in business practice/part of an IMC strategy. Some touchpoints studied seem to be part of a novel notion not studied in previous research i.e. in store activites. More touchpoints are studied than in most previous research found.
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Provén, Sofia, and Kamilla Björklund. "Grön Marknadsföring : En fallstudie ur dagligvaruhandelns perspektiv." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-558.
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Bakgrund: En marknad för ekologiska livsmedel har vuxit fram bland annat genom att konsumenter vill vara med och bidra till att skydda miljön. Flertalet livsmedelsbutiker har idag ekologiska livsmedel på sina butikshyllor, men långt ifrån alla kunder väljer att köpa dessa. Därför kan det vara en utmaning för dagligvaruhandeln att framgångsrikt marknadsföra det ekologiska sortimentet.Syfte: Syftet med den här studien är att ta reda på hur dagligvaruhandeln arbetar för att marknadsföra det ekologiska sortimentet. Därutöver ska denna studie utreda kring de drivkrafter och hinder som dagligvaruhandeln kan identifiera gällande dess markandsföring och försäljning av ekologiska livsmedel.Design/metod: Denna studie utgår från en deduktiv ansats. All empirisk data är insamlad från sju stycken intervjuer där respondenterna är butikschefer i varsin livsmedelsbutik. Livsmedelsbutikerna är belägna i Borås och dess närområden.Resultat: Den generella slutsatsen som vi kan dra av vår studie är att det har visat sig att flertalet marknadsföringstekniker inom dagligvaruhandeln är gemensamma bland våra respondenters livsmedelsbutiker. Däremot använder inte alla livsmedelsbutiker exakt samma uppsättning marknadsföringstekniker och inte heller i samma utsträckning. Drivkrafter gällande dagligvaruhandelns försäljning av ekologiska livsmedel har bland annat visat sig vara positiva hälsoeffekter och miljöintresse hos konsumenter. Samtidigt har hinder gällande dagligvaruhandelns försäljning bland annat visat sig vara okunskap hos konsument och högt pris.Originalitet/värde: Denna studie visar hur livsmedelsbutiker arbetar för att främja den ekologiska livsmedelsförsäljningen. Kunskap som tillförs i vår studie kan användas för framtida forskning inom ämnen som berör marknadsföring och försäljning av ekologiska livsmedel inom dagligvaruhandeln.Background: Consumers want to be involved and help to protect the environment. A reason for this is that a market for ecological products has grown by. Today, most of the conventional stores in the FMCG sector have ecological products on their store shelves, but far from all customers choose to buy these. Therefore, it can be a challenge for the stores in the FMCG sector to successfully market the ecological assortment.Purpose: The purpose of this study is to find out how stores in the FMCG sector work to promote their ecological assortment. In addition, this study identifies the possible motivations and resistance regarding the marketing and the sales of ecological products from the FMCG sector perspective.Design/methodology/approach: This is a Swedish study based on a deductive approach. The empirical data is collected from seven interviews with respondents who are store managers in each grocery store. The stores are located in Borås and the neighboring areas.Findings: The general conclusion we draw from this study is that most marketing techniques in the FMCG sector are common among our respondents' respective stores. However, not everyone uses exactly the same set of marketing techniques, nor to the same extent. Positive health effects and environmental interest of consumers have shown to be motivating consumers mostly. Resistance including proven high price and lack of knowledge of consumers has proved the most sensitive.Originality/value: This study shows how stores in the FMCG sector are working to market the ecological sales. Knowledge from our study can be used for future research in subjects related to ecological sales for stores in the FMCG sector.
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Bruwer, Juan-Pierre. "Sustainability of South African FMCG SMME retail businesses in the Cape Peninsula." Thesis, Cape Peninsula University of Technology, 2010. http://hdl.handle.net/20.500.11838/1724.
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Dissertation submitted in fulfilment of the requirements for the
MTech: Internal Auditing
In the Faculty of Business
at the
CAPE PENINSULA UNIVERSITY OF TECHNOLOGY, 2010The concept of Small Medium and Micro Enterprises (SMMEs) was created and implemented by the South African Government in an attempt to improve the economy of South Africa, reducing the unemployment rate and eliminating poverty. As a basic objective, SMMEs strive toward sustainability, however in recent years sustainability is at an all time low as substantial a number of these businesses fail to become viable entities. Popular literature show that Fast Moving Consumer Goods (FMCG) retail SMMEs make ineffective use of their accounting resources, resulting in them making critical business decisions without understanding and interpreting their financial performance or financial positions. These decisions have a ‘toxic’ affect on their business sustainability and as a result, it is perceived that these SMMEs make inefficient use of financial performance measures. The key objective of this research is to establish what financial performance measures sourced from accounting resources are regarded as being critical for the sustainability of FMCG retail SMMEs during the current dispensation of an economic depression in South Africa. To achieve the above dispensation, applied research will be used using ‘action research’ as the primary research paradigm supported by questionnaires for the purpose of data analysis, results of which were analysed using descriptive and inferential statistics. Recommendations culminate from the research to mitigate the research problem.
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Lernäs, Carl-Jacob, and Fredrik Rister. "To Launch or Not to Launch? : A study on how retailer acceptance affects the success of a product-launch." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-256340.
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In the Swedish Fast-moving consumer goods industry (FMCG), most suppliers sell their products through retailers. For a successful product-launch, retailer acceptance is essential. Up to ninety percent of all product-launches fail, thus retailers must choose wisely which products to accept. Failing product-launches cost large sums of money for both retailers and suppliers. A number of factors have been shown by previous research to affect the success of a productlaunch and retailer acceptance, but there are factors that have been previously ignored, such as inter-organizational relationships. The authors of this study have chosen to conduct a study regarding how retailer acceptance and relational factors affect the success of a product launch in the Swedish FMCG-industry. The focus of this study has been on the relationships of Swedish retailer ICA AB and three of its suppliers. ICA AB was chosen because it is the largest retailer on the Swedish market. This study shows that retailer acceptance is positively affected by mutual trust, commitment and the relationship itself between the supplier and the retailer. However, the importance of these factors varies depending on the size of supplier and type of product.
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Dosé, Tiffany, and Alexander Åström. "The Taco Theory : - A repeated measurement study of the effects of experiential event marketing on brand relationship quality in the FMCG industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-324789.
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Consumer marketing scholars keenly emphasize a proposed paradigm shift toward interactive relationships and lived brand experiences. Yet, little has been done to investigate the link between the two. Until now. This study is an attempt to measure the effects of lived brand experiences on consumers’ perceived relationship with a brand, through testing an academically established brand relationship quality model onto the concept of experiential event marketing. Susan Fournier’s (2000) brand relationship quality scale was chosen as the construct to be tested in the experiential event marketing context. It was through a theoretical argumentation hypothesized that the experiential event intervention would produce positive direct effects within the scale, but that these would decline with time. This was consequently tested through a repeated measurement study, set at an experiential food truck event hosted by the Swedish FMCG brand Santa Maria. Respondents were to rank their perceived brand relationship quality with the brand on three different occasions; directly before, directly after, and two weeks after being exposed to the experiential event. This way, not only the immediate effect, but also the effect over time, could be measured. It could be concluded that all but one constructs produced positive direct effects, but only half of them were significant. In all cases but one this effect declined significantly when being measured two weeks afterwards, and went in several cases back at approximately the same level as in the initial measurement. These findings have important implications for both academics and practitioners. Most notably, we argue that the link between lived brand experiences in form of typical FMCG experiential events and strengthened longer-term brand relationship quality can be invalidated.
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Henning, Emelie, and Martin Palmcrantz. "Tacongruity : Impact of congruent music on sales of tex-mex products in a Swedish grocery store." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-176778.
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This explanatory study investigated the possible causal relationship between congruent background music and consumer behavior. We studied empirically whether sales of tex-mex products was affected when congruent music was played in conjunction to the tex-mex section of a Swedish grocery store. A field experiment was conducted where stereotypical Mexican music was played in conjunction to the tex-mex section. Previous experiments have tested, and confirmed, the notion that music stereotypically related to a country can prime related knowledge and the selection of certain products if the products fit with that knowledge. Earlier research has also been able to support the notion that consumers tend to spend more money and time in store when congruent music is played. Mexican, Pop, and no music was played during three weekends and sales data on tex-mex products was gathered and analyzed. The results indicate that fewer consumers purchased tex-mex products when Mexican music was played, but those who did spent more money and/or purchased a slightly larger number of tex-mex products. However, the small differences between the music conditions were not statistically significant. The potential reasons for this is discussed in the analysis and lastly, implications for future research as well as managerial implications are discussed.
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Hodboď, Radek. "Analýza on-line komunikačního mixu společnosti Danone a návrh na jeho zefektivnění." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-136225.
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Diploma thesis studies the topic of on-line communication as a part of communication mix and marketing mix. It's closely connected with rapid technological development. It's therefore necessary to monitor trends, which are also part of the thesis. Based on the theoretical backgound, analysis of Czech internet and advertising environment and research of Czech firm's approach to on-line communication, author deals with the importance of on-line forms in comparison to other parts of communication mix. The outputs of the above are applied in the analysis of FMCG producer's on-line communication mix and competitive activities also. These findings are further formulated in recommendations for more effective on-line communication of analysed company and also serves to determine the new strategy.
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Osencovas, Tomas. "Labdaros rinkodaros paskirties įtaka greito vartojimo prekių patrauklumui." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080529_143625-15418.
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Osencovas T. (2008). Labdaros rinkodaros paskirties įtaka greito vartojimo prekių patrauklumui. Baigiamasis magistratūros darbas. Vilnius: ISM Vadybos ir Ekonomikos universitetas.
Verslo socialinės atsakomybės esmė glūdi tame, kad verslas turi įsipareigojimų prieš visuomenę, kuriuos jis gali vykdyti aukodamas resursus arba pasirinkdamas socialiai atsakingą verslo praktiką. Pastaruoju metu įmonių socialinė atsakomybė tampa ne tik altruistine veikla, tačiau ir viena iš kompetencijų, stiprinančių įmonių konkurencingumą. Viena iš verslo socialinių iniciatyvų yra labdaros rinkodara. Jos esmė glūdi verslo subjekto pasiūlyme vartotojui paaukoti tam tikrą sumą labdarai perkant produktą ar paslaugą. Labdaros rinkodaros veiksmingumą lemia produkto ar paslaugos, su kuriuo vykdoma labdaros rinkodaros kampanija, prekės ženklo žinomumas ir stiprumas, labdaros paskirties artumas vartotojui, prekės ženklo ir labdaros paskirties atitikimas. Darbo tikslas yra identifikuoti kaip skirtingos labdaros rinkodaros paskirtys įtakoja greito vartojimo prekių patrauklumą. Tikslui pasiekti yra iškelti šie darbo uždaviniai:
1. Išnagrinėti požiūrius į verslo socialinės atsakomybės sampratą bei jų raidą.
2. Atskleisti labdaros rinkodaros sąvoką bei identifikuoti labdaros rinkodaros veiksmingumą lemiančius veiksnius.
3. Identifikuoti, kaip Lietuvos vartotojai vertina labdaros rinkodaros paskirtis tipinėje greito vartojimo prekių kategorijoje.
4. Įvertinti empirinio tyrimo metu gautus duomenis lyginant su... [toliau žr. visą tekstą]Osencovas T. (2008). The Impact of the Cause to the Attractivness of Fast Moving Consumer Goods in Cause Related Marketing. Master thesis. Vilnius: ISM University of Management and Economics. The roots of corporate social responsibility lay in position that business is responsible for society. Such responsibility could be realised through donation of recources or social responsible practice of business. Recently corporate social responsibilty is used not only as an altruistic activity – corporates use it as competence which reinforces their competiveness. One of corporate social initiatives is cause related marketing. It could be characterised as corporate‘s proposal to the customer to donate particular amount while purchasing product or service. The effectivness of cause related marketing depends on the strength of product‘s or service‘s brand, cause familiarity to the customer and brand – cause fit. The aim of this paper is to identify how different causes influence the attractivness of fast moving consumer goods in cause related marketing. To achieve this purpose the following tasks are settled: 1. To analyse standpoints to conception and evolution and corporate social responsibility. 2. To explain the conception of cause related marketing and identify factors that impact effectivness of cause related marketing. 3. Identify how Lithuanian customers value causes in typical fast moving consumer goods‘ category. 4. To compare emprical data with theoretical background. 5... [to full text]
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Mazibuko, Aaron Lekatjo. "Brand loyalty of cereal products / Aaron Lekatjo Mazibuko." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4427.
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The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The following brands are common in South Africa and have been listed according to their popularity with
consumers: Kellogg's Corn Flakes, Kellog's Special K, Jungle Oats, Cheerios and Weet Bix.
Kellogg's Corn Flakes are made from maize (corn) and provides guidelines daily amounts (GDA) for
each of the nutrients.
Branding may consist of building an emotional response or cultural response. As consumers are
bombarded with a variety of products to meet the same needs, branding provides a way for
consumers to reduce their decision-making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. If brand loyalty were a random event, there would be no purpose in making it the object of applied scientific enquiry. Verbal reports are insufficient for defining brand loyalty. Such loyalty requires that statements of bias be accompanied by
biased purchasing behaviour.
The study was conducted to determine factors that influence the consumers to constantly use a
particular brand, and prefer it above other cereal products. A literature and empirical study form part of this study. Questionnaires were used as a measuring instrument to determine which factors the consumer considers important in choosing a particular cereal product. Data analysis was done by means of a factor analysis.
A brand loyalty framework developed by Moola was used in classifying the brand loyalty influences.
To a large extent the research concluded that brand loyalty in the cereal market is similar to that found in bread, coffee and toothpaste (as per mentioned model). However, some differences with regard to the brand loyalty influences have been found. This study did not determine if these differences are related to cereal as FMCG, or the specific consumer market that was analysed.Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.
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Forsberg, Mikael, and Sara-Maria Löfvenberg. "Socially Desirable Fast Moving Consumer Goods - A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-156171.
Full textAbstract:
Abstract Authors: Mikael Forsberg and Sara-Maria Löfvenberg Tutor: Susanne Åberg Title: Socially Desirable Fast Moving Consumer Goods – A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing Keywords Branding, Consumer Behavior, Consumer Value Creation, Decision-making, Differentiation, Eco, Ecological, Environmentally Conscious Behavior, Fast Moving Consumer Goods (FMCG), Green Consumer, Green Marketing, In-store marketing, Marketing, Organic, Purchase decision, Socially Desirable, Value Creation. Background and Problem Consumers today are more environmentally conscious than ever. However, it has been found that there is a gap between the consumer’s intention and actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The potential for the socially desirable segment is estimated to have potential, but growth seems to be slow. It has been stated that until now, there is not enough research done that take a holistic perspective including several fields of marketing. There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and sales increased. Purpose The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so the authors of this thesis aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers’ intention and actual purchase through marketing. Decreasing the gap refers to more fully exploit the potential size of the segment and generate more sales. Method A completely theoretical method was chosen for this thesis. To the authors’ knowledge there has not been done enough specific research to match the purpose of this thesis. A literature review has therefore been conducted within three separate fields of marketing to get a broader understanding of how the gap between intention and actual purchase can be decreased. Based on the extensive literature review, the authors developed ten propositions that formed a model that can be used as the backbone for future theoretical and empirical research. Final Discussion Some highlights of the theoretical discussions earlier in this thesis are presented in the final discussion. The authors suggest that purchase decisions of socially desirable FMCG initially are high-involvement decisions that often are formed outside the in-store-setting. This suggests that more long-term marketing efforts such as brand building in some cases can be more important than in-store marketing when it comes to FMCG that are socially desirable. Symbolic values should be highlighted in branding of socially desirable FMCG because the instrumental differences between FMCG and socially desirable FMCG is limited. It is therefore likely that it is more efficient to focus on consumers’ self-identity to convince them to purchase socially desirable FMCG. It is also important that producers of socially desirable FMCG provide consumers with clear product information in-store and that the products are easy to find. Based on the extensive literature review, the authors have developed eight propositions that form the model presented in this chapter.
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Di, Tullio Ian. "Improving the direct marketing practices of FMCG retailers through better customer selection : an empirical study comparing the effectiveness of RFM (Recency, Freuency and Monetary) CHAID (Chi-squared Automatic Interaction Detection), stepwise logit (logistic regression) and ANN (Artificial Neural Networks) techniques using different data variable depths." Thesis, Cranfield University, 2014. http://dspace.lib.cranfield.ac.uk/handle/1826/8837.
Full textAbstract:
The intent of this thesis is to understand Data Mining technique effectiveness in both shallow (RFM variable only) and expanded data environments. The thesis addresses two specific gaps in research: (1) the relationship between customer selection techniques and performance and (2) the effects of using different depths of data on performance. In shallow-data contexts stepwise logit and neural networks provided the greatest cumulative lift and outperformed both RFM and CHAID across all top deciles. However, RFM shows the second highest fit measure, illustrating its relative stability in predicting outcomes. In addition, the RFM technique performance was tested using both one-month and 12-month time series. The 12-month series performed better and showed a greater level of fit. The subsequent study comparing technique effectiveness under expanded variable sets demonstrated an even more significant and visible lift increase versus the RFM technique. Looking at logistic regression, CHAID and neural networks, the lifts and gains obtained at the first two deciles provide enough response lift to allow these techniques’ cumulative performance to surpass RFM well past decile five into decile six. From a cumulative perspective, the strong performance of logit and ANN allow these techniques to outperform CHAID in deciles one and two, but as of decile three, cumulative performance of all three advanced techniques becomes virtually identical. Though CHAID remains the technique with the best fit performance, RFM fit value falls to last place once an expanded variable set is introduced. Furthermore, both logistic and ANN performance increases significantly, and though they remain very close from an overall Gini and PCC score perspective, the logistic regression outperforms ANN when using expanded data. In both studies, dimensionality reduction plays a role in optimising model response. In limited data sets, logit applications reduced data to achieve better response, whereas in extended data sets, all models applied reductions. These findings contribute to the growing literature on customer selection techniques and provide a specific contribution to data mining, RM, segmentation and marketing practice by demonstrating how these techniques can be used for better consumer selection for purposes of customer development in FMCG retail.
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Melki, Cecilia, and Paola Rashid. "Standardisering VS Anpassning och korrelationen till lönsamhet : En flerfallsstudie om hur anpassningsgraden av marknadsstrategier påverkar prestation." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-14591.
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Syfte: Studien syftar till att undersöka förhållandet mellan standardisering och anpassning. Detta genom att undersöka prestationen för olika marknadsstrategier beroende på anpassningsgrad samt omvärldsfaktorer. Problemformulering: Hur korrelerar anpassningsgraden för marknadsstrategier till prestation? Metod: Kvantitativ och kvalitativ metod har används i första hand för att angripa vår problemformulering. Valet av ansats är viktigt för att kunna avgöra lämplig analysmetod. Det finns sedan två sätt att mäta hur verkligheten ser ut och det är genom induktion och deduktion. För att få en bra överskådlig bild har fallstudie varit en utmärkt val. Flerfallstudier består av flera fall och avsikten med en sådan studie är att få fram det säregna med huvudfallet genom att jämföra med andra fall. Dessa utgör vår population och därmed måste ett urval göras för att det inte skall bli för stort och det måste rymma inom vår tidsram. Totalt har 1102 produkter undersökt för sju olika varumärkena i tio länderna. Teorier: Lönsamhet och prestation är av stor vikt i uppsatsen eftersom beslutet för om en marknadsföringsstrategi ska standardiseras eller anpassas kommer i slutändan ned till den ekonomiska vinsten för företaget. Det finns tre övergripande synsätt, total standardisering, total anpassning eller att använda en mix av dessa. Vi har använt oss av AdaptStand process modellen, och det beror på att modellen visar hur företag bör gå till väga vid utformning av marknadsstrategier. Modellen är en kombination av standardisering och anpassning och utgör ett hjälpmedel för att finna vilken grad en strategi ska anpassas/standardiseras. Marknadsmixen, de fyra P:na, har haft en ledande roll i uppsatsen. Dock föll ett av P:na bort och det var plats. Anledningen till detta var på grund av att det var svårt att få tag på informationen som behövdes för att det skulle vara relevant för att besvara problemformuleringen. Slutsatser: För att man ska vara lönsam måste man finna en balans som är tillåten mellan marknaden man vill etablera sig i samt företagets kärna. man kan inte tillämpa en marknadsstrategi fullt ut, dvs. med en total anpassning eller total standardisering. Man måste visa för den nya marknaden att man tar hänsyn till deras behov och omständigheter samtidigt ska man inte ge för mycket av vad som kärnan i ens eget företag. Kärnan kan vara namnet, logo, produkterna, förpackningarna osv. Man måste hitta en balans som fungerar för båda parter om man vill vara långvarig och lönsam på den nya marknaden och slå igenom som en världsprodukt.Objective: This study aims to examine the relationship between standardization and adaptation. This by examining the performance of different marketing strategies depending on the degree of adaptation and environmental factors Problem formulation: How to correlate the degree of adaptation marketing strategies to performance? Methodology: Quantitative and qualitative methods have been used primarily to attack our problem. The choice of approach is important to determine the appropriate method of analysis. There are then two ways to measure the reality and it is through induction and deduction. To get a good overall picture this methodology an excellent choise for our case. More Case Studies consists of a number of cases and the purpose of this study is to seek out the peculiarity of the main case by comparing with other cases. These are our population and therefore a choice hade to be made and that was to make sure that the population become too large and it must fit within our time frame. A total of 1102 products were investigated for seven different brands in ten countries. Theories: Productivity and performance are of great importance in the essay because the decision of whether a marketing strategy to standardize or adapt will ultimately down to the economic benefit for the company. There are three general approaches, total standardization, overall adjustment, or to use a mix of these. We have used the AdaptStand process model, and it is because the model shows how companies should design there marketing strategies. The model is a combination of standardization and adaptation, and as a tool for finding the degree to which a strategy will be adapted / standardized. Marketing mix of the four P's hade a leading role in the essey. However, one of the P´s fell away and there was place. The reason for this was because it was difficult to obtain information needed for it to be relevant to answer the problem formulation. Conclusions: In order to be profitable you have to find a balance that is allowed between the market they want to establish themselves in and the company's identity. You can not use a marketing strategies in full use which a total adaptation or total standardization. You have to show for the new market that the company takes their needs and circumstances in to consideration at the same time the companies should not give too much of what is their identity. The identity may be such as the name, logo, products, packaging and so on. One must find a balance that works for both parties if you want to be a lasting and profitable company in the new market and to make it as a world product.
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Ranku, Mmenyana. "The relationship between market share and new product launch in FMCG." Diss., 2010. http://hdl.handle.net/2263/24436.
Full textAbstract:
Research has shown that firms within the fast-moving consumer goods (FMCG) sector are innovating and launching new products to sustain and enhance market share. For innovation to be successfully launched and supported, however, resources – especially financial resources – are required. This research aimed to establish the relationship between market share and new product launches. Do firms achieve higher market share through new product launches, or is it those firms with an already strong market share that are best positioned to undertake and leverage from innovation? The research was designed as a causal study. Data from four sub-categories within the Personal Care sector in South Africa over a period of five years were obtained from Datamonitor. The unit of analysis was firm per market, and descriptive statistics were used to analyse patterns of market share and new product launches as variables per firm. The results indicated that market share precedes new product launches. In all categories, it was the three existing market leaders that were launching new products, and the market share of each was increasing or at least holding stable. Market leaders are driving innovation within FMCG. However the findings also underlined new product development as a key factor in a firm‟s ability to hold or improve market share. The findings of this research contribute to the literature by enhancing understanding of the practice of innovation as a competitive advantage for businesses within FMCG in survival, sector leadership and attainment of strategic goals.Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted
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Chun, Chen. "Optimization of Fast Moving Consumer Goods (FMCG) marketing channels in China: a case study." Doctoral thesis, 2015. http://hdl.handle.net/10071/11765.
Full textAbstract:
JEL classification: M31The operation conditions of marketing channels, regarded as the crucial external resources of enterprises, directly influence the market position of a company. Good marketing channels are significant links for enterprises to perceive market change and adjust enterprise behavior and decisions. This thesis seeks to clarify and define various factors influencing marketing channels optimization by using fast moving consuming goods (FMCG) as the focus of the research topic and by taking Rainbow Company as an example, based on data of an actual marketing channel operation and deep research on the case company. On this basis, the concept and basic framework of marketing channel optimization of FMCG enterprises has been considered from the perspective of channel relationship selection and marketing channel integration, considering the influence of direct online marketing models on traditional marketing channels. Finally, it has put forward the implementation strategy of marketing channel optimization from three aspects, building strategic alliance of marketing channels, putting more effort in developing a network channel and in strengthening regional marketing team construction by applying relevant theories and concepts of marketing channel optimization.
As condições de operação dos canais de marketing, considerados como recursos externos essenciais das empresas, influenciam diretamente o posicionamento de uma empresa no mercado. Um bom canal de marketing constitui um elemento muito significativo para que as empresas se apercebam das mudanças ocorridas no mercado e possam ajustar os seus comportamentos e decisões em conformidade. Esta tese procura clarificar e definir os diversos fatores que influenciam a otimização dos canais de marketing a partir do estudo de caso da empresa Rainbow Company e adotando, como base de pesquisa, o caso de produtos de rápido consumo (FMCG “fast moving consumer goods”). Deste modo a tese definiu o conceito e o enquadramento básico da otimização de canais de marketing sob a perspetiva da seleção de relacionamentos e da integração, considerando a influência de modelos de marketing direto online sobre os canais de marketing tradicionais. Por fim, e tendo por base as teorias e conceitos relevantes, a tese desenvolveu uma estratégia de implementação da otimização de canais de marketing sob três perspetivas: construção de alianças estratégicas; reforço do desenvolvimento de redes; e reforço do desenvolvimento de equipas de marketing regional.
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Barclay, Vicky. "Marketing in crisis : review of what skills brand manages in FMCG SA market deem essential and how the skills are effectively acquired." Diss., 2008. http://hdl.handle.net/2263/23344.
Full textAbstract:
South African organisations appear to be showing the same trend towards the global crisis – lack of confidence in the marketing discipline. The lack of confidence appears to be motivated by the applicability of marketing theory to marketing practice in order to reflect the new fast changing competitive environment. The purpose of the research is to seek to identify how to improve marketing credibility in the organisation. The research indicates that despite marketers being provided with a rich knowledge base, students may be insufficiently taught how to integrate and use that knowledge (Walker et al, 199). The research will review what skills Brand Managers in FMCG market deem essential for future marketers, and how the skills are effectively acquired. The study will first understand if Brand Managers believe marketers in the FMCG market in South Africa are losing credibility, and if so why they believe this is the case. Secondly the research will investigate the most effective way Brand Managers have acquired their marketing skills and thirdly what skill they believe are essential for the success of Brand Managers in South Africa FMCG market.Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted
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Lorini, Francesco. "The Future of Shopping - New Sales and Marketing Strategies for Gillette to Grow Market Penetration Among Men in 2030." Master's thesis, 2016. http://hdl.handle.net/10362/20515.
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CEMSThe work project follows the CEMS business project “The Future of Shopping - New Sales and Marketing Strategies for Gillette to Grow Market Penetration Among Men in 2030”. In order to provide P&G with useful and applicable strategy, Gillette past sales data, future trends and consumer insights were analysed. Based on those insights, four segments with differing needs and sales objectives were identified. Consequently, four different marketing strategy to target the segments defined were developed to grow market penetration in Germany in 2030. Furthermore, some insight about how organization can segment their consumer’s base were discussed.
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Ribeiro, Susana Filipa Teixeira. "The Internationalization of SUMOL+COMPAL to Angola: a case study." Master's thesis, 2015. http://hdl.handle.net/10071/11140.
Full textAbstract:
The present case study has been developed in the scope of the Master in International Management from ISCTE Business School.
The present case study is a result from my personal motivation to understand what are the biggest opportunities and challenges in the internationalization process of a FMCG company.
With the purpose of understanding the internationalization process of a firm, including the motivations behind it, how to enter in a foreign market and how to build an international strategy, this case study follows an interpretative approach.
The case study analysis has included quantitative and qualitative data. Some of them have been kindly given by SUMOL+COMPAL and another have been collected through some research. The data results reveal an increase of sales in Angola over the last five years, which reflects the importance of this market to SUMOL+COMPAL Group.
In conclusion, the case study involves the reflection about the internationalization process of a company, taking into consideration the reasons behind this process, how to enter into a foreign market and how to define an international strategic plan. Therefore, this case study is relevant within the scope of International Management revealing the reality of many companies when seeking their internationalization.O presente caso de estudo foi desenvolvido no âmbito do Mestrado em International Management pelo ISCTE Business School. O presente caso de estudo resulta da motivação pessoal para compreender quais as principais oportunidades e desafios no processo de internacionalização de uma empresa de bens de grande consumo (FMCG). Com o objetivo de compreender o processo de internacionalização de uma empresa, incluindo quais as motivações que estiveram na sua origem, como entrar num mercado externo e como construir uma estratégia internacional, o presente caso segue uma abordagem interpretativa. De modo a proceder a uma análise do caso, foram utilizados dados quantitativos e qualitativos. Alguns destes foram gentilmente cedidos pela SUMOL+COMPAL e outros recolhidos através de pesquisa. Através dos dados recolhidos, os resultados obtidos revelaram um impacto no aumento nas vendas em Angola nos últimos cinco anos, o que reflete a importância deste mercado para o Grupo SUMOL+COMPAL. Em suma, o caso envolve a reflecção acerca do processo de internacionalização de uma empresa, tendo em consideração as razões que levaram à decisão de internacionalização, como entrar num mercado externo e como definir o plano internacional estratégico. Assim, este estudo revela ser relevante para a Gestão Internacional como objeto de estudo e conhecimento acerca da realidade de muitas empresas: a internacionalização
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Silva, José Guilherme do Vale Gonçalves da. "Adaptação vs estandardização : o caso Sumol Compal e os Mercados Africanos." Master's thesis, 2021. http://hdl.handle.net/10400.14/35327.
Full textAbstract:
Num panorama económico em que os mercados internos limitam o crescimento sustentável das empresas, a internacionalização é uma estratégia fulcral para as organizações poderem crescer. No entanto, na hora de internacionalizar, as organizações necessitam de decidir a estratégia de internacionalização mais benéfica, específica ao seu caso. Aqui, o dilema entre escolher uma estratégia de adaptação ou estandardização para estes mercados assume o papel central nos diferentes processos de tomada de decisão, com um foco de relevância acrescida no marketing-mix. Esta dissertação visa compreender como a análise dos mercados e suas respetivas envolventes influenciaram esses mesmos processos de tomada de decisão no caso particular de uma empresa portuguesa que atua no mercado de fast moving consumer goods, FMCG, mais especificamente no sector das bebidas, na sua internacionalização em países do continente africano. A literatura evidencia diferenças relativas à importância de esta dimensões externas às empresas. Através de entrevistas semi estruturadas às chefias desta empresa, foi possível compreender o impacto em cada departamento e as subsequentes estratégias implementadas para garantir o sucesso deste processo de internacionalização. Para os gestores, as conclusões apresentadas demonstram que por vezes a questão de adaptação e estandardização, não se aplica apenas ao marketing-mix tradicional, mas evidencia também a importância das estratégias na gestão das pessoas, provando também que estas decisões não são de extremos mas sim de espectro com diferentes graus de adaptação ou estandardização para os diferentes elementos do marketing-mix.In the current economic climate, in which domestic markets fail to allow sustainable growth for organizations, internationalization becomes the keystone for companies to achieve it. However, when it comes to internationalization, organizations need to decide the internationalization strategy best suited for their specific case. Here, the dilemma of choosing an adaptation strategy or a standardization one for these markets plays a vital role in the decision-making processes, with special focus and relevance when it comes to the marketing-mix. This dissertation aims to understand how the analysis of foreign markets and the corresponding environment influenced these same decision-making processes in the particular case of a Portuguese company, operating in the fast moving consumer good market, FMCG, more specifically in the beverage sector, in its internationalization to countries in the African continent. The literature presents evidence relative to the dimensions external to companies that influence their performance. Through semi-structured interviews conducted to the top management of the company, understanding of the impact in each department and the subsequent strategies implemented to guarantee the success through the internationalization process was made clear. For managers, the conclusions presented demonstrate that at times, the matter of adaptation versus standardization, not only applies to the traditional marketing-mix, but also shines light on the importance of people management strategies, while also proving that these decisions are not extremes but rather a spectrum and vary in different degrees for different elements of the marketing-mix.
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Ventura, Patrícia Alexandra Sacramento da Costa. "There's a new player in town: a case study of Mercadona's entrance in Portugal." Master's thesis, 2018. http://hdl.handle.net/10071/18347.
Full textAbstract:
The case study "There is a new player in town: Case study of Mercadona’s
entrance in Portugal", aims to be a pedagogical approach to one of the most relevant
themes in the Portuguese retail market in the last year: the internationalization of the
largest Spanish retailer in Portugal.
The Portuguese retail market is disputed by two major players who have
maintained their leadership position almost since their foundation. The entry of
Mercadona is a change to the paradigm of the market and from the current retailers, the
first signs of change, are already being shown.
This case uses secondary data, with an extensive research of existing
information on the subject.
The proposed approach to the resolution of this case involves a first part of
description of the whole context and players that this internationalization may affect
from the point of view of one of Mercadona managers, and a second part of questions
that seek to awaken analytical and critical spirit of the reader, putting himself in the
place of the character in the case.
This work intends, at a management level, to contribute to the already existing
set of research on the methodologies and tools of analysis of an internationalization
strategy and to add value by doing so on the perspective of an underdeveloped company
topic. At the educational level, it aims to be an effective teaching tool, and to give its
readers with knowledge about the various decision-making levels involved in an
internationalization process as well as essential analytical skills in today's professional
market.O caso de estudo "There’s a new player in town: Mercadona’s entrance in Portugal", tem como finalidade ser uma abordagem pedagógica a um dos temas mais relevantes no mercado retalhista Português no ano de 2018: uma entrada do maior retalhista de Espanha em Portugal. O mercado retalhista Português é disputado por dois grandes players que mantém a sua posição de liderança quase desde a sua fundação. A entrada da Mercadona vem alterar o paradigma do mercado e por parte dos atuais retalhistas, começam-se a notar os primeiros sinais de mudança. Este caso usa dados secundários, com uma extensa pesquisa de informação já existente sobre o problema em causa. A abordagem proposta para a resolução, envolve uma primeira parte de descrição de todo o contexto e intervenientes a que esta internacionalização possa afetar do ponto de vista de um dos gestores da Mercadona, e uma segunda parte de questões que visam despertar o sentido analítico e crítico do leitor, colocando-se no lugar da personagem do caso. Este trabalho pretende, ao nível da gestão, contribuir para o já existente conjunto de pesquisa sobre as metodologias e ferramentas de análise de uma estratégia de internacionalização e acrescentar valor ao fazê-lo sobre a perspetiva de um tópico pouco desenvolvido. Ao nível da educação, pretende ser um instrumento eficaz de ensino, e dotar os seus leitores de conhecimento sobre as várias tomadas de decisão envolvidas num processo de internacionalização assim como capacidades analíticas essenciais no mercado de trabalho atual.