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Strategic analysis of uniquemark: the market entry of an innovative assay marking technology - international licensing for assay offices
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| 3.86 MB | Adobe PDF |
Orientador(es)
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 are organized among two main guiding pillars (price and place) that
led to the recommendation of a customized strategy tailored to firm’s needs. Further research
was suggested to better implement the final recommendations.
Keywords: Strategy Consulting, Hallmarking, Assay Office, Jewelry, Authenticity,
Traceability, Technology, Innovation, Precious Metals.
Descrição
Palavras-chave
Hallmarking Assay office Authenticity Innovation Strategy consulting Jewelry Precious metals Technology Traceability