Emma colchão: how to grow in the Portuguese market?

Abstract

Emma is a German mattress startup that is already present in 13 European countries, including Portugal since November 2017. This thesis is the result of a Directed Research Internship at Emma for five months. Currently, Emma Colchão sells online and the Emma mattress is a winning-award product in Portugal. The main purpose of this internship was to understand the profile of the Portuguese customer regarding the online purchase of a mattress and identify some strategic actions to boost Emma’s growth in Portugal. Analysis of secondary data helped to identify CONFIO as the best trust logo for the Portuguese ecommerce page and to conclude that Emma should not make a partnership with magazine X. Finally, primary data collected through a survey to the Portuguese community, with 116 valid responses, helped to derive useful insights about the Portuguese customer behavior in ecommerce. The general findings show that Emma should also “go offline” by partnering with reputable retailers to increase the customer’s reach. Moreover, it should take advantage of the winning-award to overcome the competition, increase sales and grow in Portugal.