Portas, PauloOliveira, Vitorino MelloHaye, Ivzan François J la2026-03-172026-03-172025-01-242024-12-17http://hdl.handle.net/10362/201520The work project includes a case study, analysing GoGo squeeZ’s strategic entry in Portugal in 2017. Reviewing how the brand navigated a growing healthy snacking market, adapted to local preferences, and addressed environmental ambitions. The two teaching notes respectively delve into the strategic interplay of internal capabilities and external challenges, and the role of marketing strategies. Finally, the evaluation report provides actionable recommendations to enhance GoGo squeeZ’s market presence and double revenue by 2030, aligning growth with sustainability goals.engMarket entrySustainabilityConsumer behaviourStrategic differentiationHealthy snackingRegenerative agricultureInnovationmaster thesis204132711