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Emma colchão: how to grow in the Portuguese market?
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Mattress industry in Portugal E-commerce Trust Winning-award strategy