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How to optimize the traditional retail market for FMCG sector? A regional approach for Unilever’s business model
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Orientador(es)
Resumo(s)
The aim of this work project is to discuss, assess and optimize the business model of a relevant manufacturer in the Fast-Moving Consumer Goods industry, Unilever-Jerónimo Martins, to be applied, afterwards, to the traditional retail stores placed in the coastal zone between Lisbon and Oporto.
The trends of the traditional retail market were discussed in interviews to traditional retail managers of Lisbon, sales/merchandising teams and distribution experts. Focusing on a sample of 14 traditional supermarkets placed in the coastal zone and 30 traditional store customers, it was proven that a distributor that supplies many products categories is higher appreciated by these retailers. As a result and assessed the capabilities and resources of Unilever-Jerónimo Martins, the customized distribution service based on direct store distribution and “personalized selling service” should be provided.
Descrição
Field lab: Entrepreneurial and innovative ventures
Palavras-chave
Retail management Fast-moving consumer goods Unilever-Jerónimo Martins Business model Traditional retail market Coastal zone between Lisbon and Oporto