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By Cuca: proposta de modelo de negócios para uma nova marca
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 41048 | 1.95 MB | Adobe PDF |
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Abstract(s)
O presente Projeto de Graduação tem como objetivo apresentar a proposta de um novo modelo de negócios a ser desenvolvido pela empresa de Conservas Cuca, sendo esta uma empresa que procura investigar novas oportunidades no mercado de conservas de atum. Esta proposta nasce da descoberta de potenciais segmentos de mercado em que a empresa deveria atuar, com base nos dados recolhidos pelo autor, num trabalho de investigação de mercado anteriormente realizado.
Ao nível do Projeto de Graduação, em primeiro lugar, realizou-se um referencial teórico para fundamentar teoricamente o processo de desenvolvimento de um novo modelo de negócio e a importância de uma análise de mercado. À posteriori, foram resgatados os dados provenientes do trabalho de investigação atrás referido, incluindo estudos de novas exigências, comportamentos do consumidor e análise da concorrência. Os resultados da análise de mercado indicaram que há uma crescente procura por produtos com preços mais acessíveis, sustentáveis e notou-se a necessidade de criar alimentos práticos, saudáveis e que ofereçam interesse aos clientes. Com base nessas informações, a proposta para a empresa Cuca é o desenvolvimento de uma nova marca de conservas sustentáveis, utilizando ingredientes naturais e processos de produção mais sustentáveis para jovens com idade inferior a 35 anos e com pouco poder económico. Essa nova marca de conservas irá atender a procura crescente de alimentos saudáveis, livres de conservantes artificiais e que contribuam para a preservação do meio ambiente. O modelo de negócios sugerido para a nova marca inclui a valorização da qualidade dos ingredientes, a adoção de embalagens mais ecológicas e o estímulo de um estilo de vida saudável associado ao consumo dessas conservas, atraindo assim um público preocupado com a sua saúde e o meio ambiente. Para a implementação dessa proposta, é fundamental que a Conservas Cuca invista em pesquisa e desenvolvimento, garantindo a qualidade e a inovação dos produtos.
Em suma, a proposta de criação de uma nova marca “by Cuca” baseada na análise de mercado indica a necessidade que a empresa de Conservas Cuca deve focar em uma nova linha de conservas mais baratas e sustentáveis para atender às necessidades e preferências dos novos clientes. Isto fará com que os seus novos produtos sigam as novas exigências do mercado tendo assim a oportunidade de conquistar novos clientes e fortalecer a sua posição nas marcas líderes do mercado de conservas de atum.
The present Graduation Project aims to present the proposal of a new business model to be developed by the company Conservas Cuca, being this a company that seeks to investigate new opportunities in the canned tuna market. This proposal is born from the discovery of potential market segments in which the company should act, based on the data collected by the author, in a market research work previously carried out. At the level of the Graduation Project, firstly, a theoretical framework was carried out to theoretically support the process of developing a new business model and the importance of a market analysis. Subsequently, data from the aforementioned research work was retrieved, including studies of new demands, consumer behaviour and competitor analysis. The results of the market analysis indicated that there is a growing demand for more affordable, sustainable products and noted the need to create practical, healthy foods that offer interest to customers. Based on this information, the proposal for the company Cuca is the development of a new brand of sustainable preserves, using natural ingredients and more sustainable production processes for young people under the age of 35 and with little economic power. This new canned food brand will meet the growing demand for healthy food, free of artificial preservatives and contributing to the preservation of the environment. The business model suggested for the new brand includes the valorisation of the quality of ingredients, the adoption of more ecological packaging and the stimulation of a healthy lifestyle associated with the consumption of these preserves, thus attracting a public concerned with their health and the environment. To implement this proposal, it is essential that Conservas Cuca invests in research and development, ensuring the quality and innovation of the products. In summary, the proposal to create a new brand "by Cuca" based on the market analysis indicates the need for the Conservas Cuca company to focus on a new line of cheaper and sustainable canned goods to meet the needs and preferences of new customers. This will make its new products follow the new market demands thus having the opportunity to win new customers and strengthen its position in the leading brands of the canned tuna market.
The present Graduation Project aims to present the proposal of a new business model to be developed by the company Conservas Cuca, being this a company that seeks to investigate new opportunities in the canned tuna market. This proposal is born from the discovery of potential market segments in which the company should act, based on the data collected by the author, in a market research work previously carried out. At the level of the Graduation Project, firstly, a theoretical framework was carried out to theoretically support the process of developing a new business model and the importance of a market analysis. Subsequently, data from the aforementioned research work was retrieved, including studies of new demands, consumer behaviour and competitor analysis. The results of the market analysis indicated that there is a growing demand for more affordable, sustainable products and noted the need to create practical, healthy foods that offer interest to customers. Based on this information, the proposal for the company Cuca is the development of a new brand of sustainable preserves, using natural ingredients and more sustainable production processes for young people under the age of 35 and with little economic power. This new canned food brand will meet the growing demand for healthy food, free of artificial preservatives and contributing to the preservation of the environment. The business model suggested for the new brand includes the valorisation of the quality of ingredients, the adoption of more ecological packaging and the stimulation of a healthy lifestyle associated with the consumption of these preserves, thus attracting a public concerned with their health and the environment. To implement this proposal, it is essential that Conservas Cuca invests in research and development, ensuring the quality and innovation of the products. In summary, the proposal to create a new brand "by Cuca" based on the market analysis indicates the need for the Conservas Cuca company to focus on a new line of cheaper and sustainable canned goods to meet the needs and preferences of new customers. This will make its new products follow the new market demands thus having the opportunity to win new customers and strengthen its position in the leading brands of the canned tuna market.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciado em Ciências Empresariais
Keywords
Conservas Cuca Conservas sustentáveis Mercado Inovação Cuca preserves Sustainable preserves Market Innovation