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Developing a business plan for Costa Verde´s expansion to the business-to-consumer market - offline channels strategy
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This research paper analyses the Portuguese porcelain Business-to-Consumer (B2C) market and
Costa Verde’s market entry approach, with a focus on the offline channels marketing strategy. Thus,
a deep analysis was conducted through both quantitative and qualitative research to gather relevant
insights on consumer preferences and benchmarking practices. Offline marketing offers key
benefits and opportunities, allowing to conclude that a physical presence is essential to create brand
awareness for Costa Verde. Therefore, the opening of a temporary pop-up store will be the core of
the strategy designed for offline channels. The business plan, which in its entirety includes the
branding strategy, online channels strategy 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.
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Palavras-chave
Business plan B2c Porcelain tableware Marketing Brand management Brand awareness