Learnings from real cases route-to-market redesign within the Portuguese lubricants sector

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

This Work Project studies established distribution channels strategies’ adjustments due to continuous customers’ needs updates and market challenges. Qualitative and quantitative views support the analysis, based on two real cases within the same company. It was found that cases’ negotiations may turn comparable premises in distinct developments and outcomes. Lessons from the past, if used to address future cases, would be helpful through customer satisfaction focused perspectives. It is suggested that distribution approach choices may not be homogeneous along the business and they must rely on who is able to effectively complete the process from product source to the customer.