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Strategic analysis of uniquemark: the market entry of an innovative assay marking technology - promotion strategy
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| 2.98 MB | Adobe PDF |
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Resumo(s)
The project aims to design a comprehensive market entry strategy to successfully launch
UniqueMark, an innovative hallmarking technology, into the market. This Work Project intends
to assist Imprensa Nacional Casa da Moeda (INCM) in developing a strategic business plan,
leveraging the technology’s value proposition and market opportunities. Internal and external
analysis, incorporating best practices and concept testing, are the key phases of the
methodology. The findings focus on the promotion sphere that led to the recommendation of a
customized strategy tailored to the firm’s needs. Further research was suggested to better
implement the final recommendations.
Descrição
Palavras-chave
Hallmarking Assay office Jewelry industry Luxury segment Innovation technology Authentication Traceability Laser Puncturing Strategy consulting