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The competitive landscape and the market opportunities for once upon a time store
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Resumo(s)
The following paper will focus on whether there is a strategic opportunity for ATNP to expand
the new Once Upon a Time store’s Business Model. To do so, firstly, the team conducted an
internal analysis of ATNP’s current portfolio regarding positioning, internal structure and
background, and finances. As a result, from this research combined with ATNP’s feedback, the
team decided to focus on expanding the business concept of the Upcycling Social Store – Once
Upon a Time. Therefore, each group member individually conducted the following analyses:
Paloma Rosamonte focused on researching the market to understand what the potential
segments and customers were to target. Consequently, Martina Giuliani developed a marketing
plan, focusing highly on promotion and the different stages that Once Upon a Time should
follow in its go-to-market strategy. Thirdly, based on all the assumptions previously made, Inês
Ferreira conducted a financial analysis focusing on the new store’s financial potential and its
impacts on ATNP’s financial structure. Finally, the team focused on aggregating
recommendations from the different perspectives analyzed to provide ATNP guidance on how
to manage the new Once Upon a Time Store efficiently and how to begin its path towards self sufficiency.
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Ipss Atnp Strategic opportunity Upcycled products Workshops Financial potential Impact