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Developing a business plan for Costa Verde´s expansion to the business-to-consumer market - branding strategy
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Orientador(es)
Resumo(s)
This research paper, “Developing a Business Plan for Costa Verde’s Expansion to the Business to-Consumer Market – Branding Strategy”, analyses the Portuguese porcelain Business-to Consumer (B2C) market and Costa Verde’s market entry approach, with a focus on the branding
strategy that comprehends the recommended brand inventory and brand identity. Thus, a deep
analysis was conducted through both quantitative and qualitative research to gather relevant
insights on consumer preferences and benchmarking practices. The business plan, which in its
entirety involves online and offline strategies and an Integrated Marketing Communication
Campaign, is expected to allow Costa Verde to witness a turnover increase of 4.8%, reflecting a
promising future for the company.
Descrição
Palavras-chave
Business plan B2c Porcelain tableware Marketing Brand management Brand awareness