Pita, José MiguelFreixa, Maria Sequeira Taborda2023-08-252023-08-252022-01-192021-12-17http://hdl.handle.net/10362/156849The Elderly unit whose mission is to improve the well-being of seniors in Rio Tinto and Corujeira, asks the question: how to expand its services in a sustainable way to better serve the senior population and, thus increase sources of revenues? To achieve an adjusted value proposition, a deep market research and marketing case was developed. The result focus on one of the social answers of the Elderly unit, SAD, consisting of a Day and a Night Service, at competitive prices and offering, placed at the home of its users, and which can be promoted through partnerships and digital channels.engSocial enterpriseFinanceSocial impactManagementmaster thesis203039777