http://hdl.handle.net/10362/2136 Thu, 09 May 2013 07:33:50 GMT 2013-05-09T07:33:50Z http://hdl.handle.net/10362/9523 Title: H3 internationalization to Brazil Authors: Carona, Eduardo João Bonneville Torres Abstract: h3 is a Portuguese firm competing in the fast food market with a hamburger gourmet concept. The firm is now a strong player in Portugal (39 stores); Poland, Warsaw (1 store); Spain, Madrid (1 store) and Brazil, São Paulo (2 stores). As a result of their successes in the domestic market, internationalization was a natural step. One of the major challenges the firm faces is the model to use in expanding into the Brazilian market. The aim of this project is to suggest to the firm the best approach for h3 in their expansion into Brazil. In order to assess the best mode of entry into new markets within Brazil, an in depth analysis of the h3 success performance in Portugal is necessary. By analyzing the Brazilian fast food market, we can see to what extent these markets achieve and do not achieve parity. As we shall see from the analysis, expansion is completely viable within the Brazilian market, to the states of Rio de Janeiro, Bahia and Estado Federal. Furthermore, the existing model h3 uses in its current Brazilian stores, that is, a joint venture model with h3 and its Brazilian partners as the master franchiser, will be the most successful route to rapid expansion in the region and in ensuring that competitors do not steal the concept h3 has pioneered. Description: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics Sun, 01 Jan 2012 00:00:00 GMT http://hdl.handle.net/10362/9523 2012-01-01T00:00:00Z http://hdl.handle.net/10362/9522 Title: Price linkages in pharmaceutical markets Authors: Martins, Bruno Duarte Fonseca Abstract: This paper studies the existing price linkage between generics and branded pharmaceuticals, in which the generic price must be a fraction of the latter. Using a vertical differentiation model, we look at the market equilibrium, the effects on the incentives for the brand producer to develop new products, and the possibility of predation by the brand producer over the generic firm. We find that the price linkage increases prices compared to no indexation and it may increase the incentives for the brand producer to expand its set of products. When prices are freely set, the branded firm may also want to expand a new product with a higher quality, but will prefer to remove the original one from the market. Predation may equally occur in both schemes but the price linkage may give fewer incentives for the branded firm to predate while compensating losses with a new drug. Description: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Economics from the NOVA – School of Business and Economics Sun, 01 Jan 2012 00:00:00 GMT http://hdl.handle.net/10362/9522 2012-01-01T00:00:00Z http://hdl.handle.net/10362/9521 Title: How to engage low category users through social media: The case of the make-up sector in Portugal Authors: Santos, Cátia Filipa Albano Abstract: Purpose: This work project should be inevitably deemed as a practical approach to a marketing problem; “How to engage low category users through the social media – the case of the make-up sector in Portugal”. Design/methodology/approach: Online structured questionnaires and in-depth interviews were used. The questionnaire was answered by 110 women aged from 15 to 45 years old and the interviews were conducted with 14 women of the same age. The interviews provided key insights for the questionnaire formulation. Findings: Women are poorly informed on make-up properties and characteristics, feeling a genuine concern in regard to this subject. Lack of time, occasional usage and skin damage are the main barriers for make-up usage by low category users. Overcoming these aspects pass by demystifying the association of make-up with skin damage and emphasise the functional and emotional benefits of make-up. Further, brands need to create contents more consumer-oriented and ask directly to fans/followers suggestions and other insights. Resort to Portuguese “common” women for greater empathy in campaigns, promote online meetings between followers and make-up professionals on social media; and finally take advantage of the hybrid condition of Facebook, which incorporates multiple forms of content presentation, including videos, the most appealing format of make-up presentation for women. Research limitations/implications: Further studies addressing this topic, by using larger samples and study of specific make-up brands and campaign programs, over social media to reach a solid growth potential of make-up market evidences in Portugal. Originality/ value: Make-up brands are emphasising their interest in linking social media and marketing their promotional mix around social marketing. Description: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics Sun, 01 Jan 2012 00:00:00 GMT http://hdl.handle.net/10362/9521 2012-01-01T00:00:00Z http://hdl.handle.net/10362/9520 Title: "Joãozinho", Hospital de S. João do Porto: A proposal for a brand identity for the new pediatric hospital Authors: Costa, Diogo Manuel Ferreira Dias da Abstract: The purpose of this research is to recommend a brand identity for Joãozinho brand. This one is linked with the new pediatric hospital of Hospital de São João do Porto and with the fundraising project named “Um Lugar para o Joãozinho”. For this, a 360º market research, with the most important stakeholders, was conducted. The aim was to comprehend how children perceived the brand’s mascot (Joãozinho), what characteristics of a pediatric service parents look for, what makes companies help this project (either through sponsorship agreements or other means of financial aid) and what do brand builders want for the brand. Description: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics Sun, 01 Jan 2012 00:00:00 GMT http://hdl.handle.net/10362/9520 2012-01-01T00:00:00Z