Casquinho, ConstançaBarroso, Constança Mesquita2025-01-282024-06-122024-05-17http://hdl.handle.net/10362/177998The goal of this project is to help Galp enhance its engagement with younger consumers through innovative strategies. To achieve this, the team conducted a comprehensive study that included a literature review, best practice analysis, and both qualitative and quantitative research. These efforts were aimed at understanding the needs and preferences of young consumers and validate potential initiatives. Based on the findings, strategic recommendations were designed to improve Galp's overall presence, create engaging content, and introduce new services tailored to the younger demographic.engStrategy consultingMarketingB2cYounger targetsGas stationFuelElectric mobilityCommunicationmaster thesis203724500