Management Consulting Lab: Project TAP

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

TAP is facing the full-establishment and expansion of a competitor in the market, which in consequence will result in a negative impact on revenues. The aim of the project was to quantify the past and future impact that this competitor has on TAP and to recommend strategic guidelines to diminish that impact. The analysis are based on analytical models, field work and qualitative research. The results imply that TAP has to take action in the short and long term, with the aim to diminish the negative impact, stimulate profitable markets where TAP has a competitive advantage and customize their offer to capture all the market potential.