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IWP Strategy – SME competiveness: YDreams: configuration of the YShelves for the Supermarket Industry
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The focus of this project is in YShelves, an innovative product created by YDreams (YD), to a specific project with Diageo. This product is an interactive shelf for activation in the point-off sale (POS), which detects the presence of customers in the shop and activates vibration, sound and light for attract their attention to a specific product in the store. The studies about POS communications show there is a global tendency to invest more and more in the POS, given that
the differentiation of the product at this point is very important and since YShelves are an interactive product their future as a solution to the POS seems to be even better. When created, YShelves were customized to Diageo. Nevertheless, YD wants to develop the
product in order to commercialize it globally in a scalable and standardized way. For that, needs to understand what the potential markets to the product are in order to configure it to better
satisfy customers needs. However, YD does not have yet, marketing and business skills to reach these objectives of development. Therefore, it is proposed the creation of a new Strategic
Business Unit (SBU) within the company-YPOS, composed only by products to the POS. One of the requirements is the set up of a new organizational structure. The project analyzes what is the most feasible YShelves‟ buyer among supermarkets and Consumer Packaged Goods (CPG) manufacturers and how YShelves need to be configured to succeed in these markets. To find the relevant information, several interviews were made to some supermarket chains and CPG manufacturers. This information was used to understand their needs and how these could be translated into product‟ features and, also their business to understand to whom is more feasible to sell YShelves and make it a profitable product to YPOS. It was decided to target YShelves to supermarkets. This player can use the product to communicate its own private brands and can also rent out it to the manufacturers, whose products are placed in their stores, as a POS material. The proposal to the final configuration of YShelves includes some of its actual components (LEDs, scale, mini-processor, speakers, sensors), eliminates some of them (solenoids, memory card) and includes new features (user-friendly software, touch-screens, smell, Bluetooth). YPOS will make revenues in the business through a sales revenue model or an affiliate revenue model, according to the preferences of each supermarket chain.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa