Colaço, Vera HerédiaSarmento, Matilde Caetano de Aguiar2024-11-062025-12-302024-01-252023-12-30http://hdl.handle.net/10362/174679ZEISS wants to establish itself as a brand that its customers are proud to wear. A critical element in accomplishing this goal is gaining a comprehensive understanding of the Consumer Decision Journey. Therefore, the company’s actions must be strategically aligned with consumer demands. The market identified opportunity segments highlight the significance of a customized strategy that takes into account the wide range of consumer preferences. With the changing perspective of customer behavior, ZEISS dedication to strengthening brand recognition, and providing post-purchase satisfaction becomes increasingly important for long-term success.engStrategyManagementMarketingBusiness strategyMarketing researchmaster thesis203601092