Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector

Double degree. 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 and Warsaw School of Economics

How to monitor and improve Unilever JM Supply Chain processes to become the best of Portugal’s sector in 2015?

Unilever Jerónimo Martins is a Portuguese joint-venture leading firm in what concerns the supply chain industry of fast-moving consumer goods in Portugal. The scope of analysis of this Work Project is focusing on Unilever-JM operations and services in the Portuguese market regarding quality, efficiency and effectiveness over B2B customers. It will be analysed the possibility of development and implementation of a performance measurement system, Tableau de Bord, which will be crucial for the identification of potential opportunities of improvement with impact in the supply chain processes. This will be completed through the establishment of KPI’s to monitor and manage periodically logistics, planning and customer service processes’ performance, which are the ones where the bottlenecks are impacting more in the supply chain. In this work project the nexus causality for the problems will also be discussed and some recommendations will be prepared to tackle the inefficiencies found through the monitoring of the previous core processes, in order to improve efficacy and quality service of the supply chain.

How to increase and attract more tourists into Kenya throught experiental marketing

This marketing plan project is a culmination of extensive strategies with the use of experiential marketing to address issues confronting the Kenyan tourism industry in order to have a sustainable tourism sector. Following the terrorist attack carried out by Islamist militants’ belonging to al-Shabaab terrorist organization on Nairobi’s Westgate shopping mall in September 2013, tourist forecast has gone down sharply with an average of 20% fall in tourists’ arrivals which is likely to have an impact on the tourism sector in Kenya. Even before the deadly attack on Westgate, the most lethal attack by Islamist terrorists in 15 years in Kenya, the government through the Kenya tourist board had announced that in 2013 tourist arrivals were down by 12%, at 495,978, according to an October 2013 report by Bloomberg. Tourism revenues were also down by 7.4%, over FY12/13 (July-June) to reach KES96.24bn, according to a September 2013 report on the local Capital FM website. Beyond 2013, much will depend on how quickly the Kenya tourist board can regain control of the situation. The Kenyan government believes that the Westgate mall attack was a 'one-off' incident, with a low probability of a similar event happening again over the short term period. Germany, United States, United Kingdom, Australia, Italy, France and Canada continue to be the key source market however; the Kenya tourist board can make continued growth stronger from new emerging markets in order to increase new arrivals into the country. The marketing plan outlines the objectives to be implemented and provides the implementation strategy, activity plans, monitoring and evaluation plans, financial requirements projections and proposes a new structure of experiential marketing. A number of regional forces are identified that will impact tourism into the country including global, social and economic forces, emerging trends in visitor motivations and behavior, emerging forces in experiential marketing. A major component of the strategy identifies target markets for Kenya to commensurate with the level of resources that will be available for marketing and promotion, in keeping with the forces and trends identified and the nature of the Kenya tourism environment. The agreed upon target market segments are: generic/mass travel, experiential travel, creative travel, adventure seeking travel, senior/extended/long stay travel, and business related travel. The strategy phases the development of the target markets over the years of the marketing strategies in order to yield the best opportunity for results. A core activity in developing a marketing strategy is determining the nature of experiences Kenya offers in tourism. The strategy’s experience development process will continue to develop within the context of the products identified which will be promoted regionally: culture/heritage, nature, community-based. Each county in the country has a significant number of attractions and experiences and the challenge of the country is to bring these together in a creative and innovative way in order to encourage tourists to visit more than one county in Kenya.

Construction sector: Need for strategic reorientation

The construction sector in Portugal declined sharply over the past 10 years. The current crisis can wiped out the entire industry. Can the industry survive? What lessons can we learn? What can be done to revive the sector? These are questions this study intends to answer. By analyzing the best practices of the industry and of the largest construction companies in Portugal, as well as the difficulties and constrains that they all faced, I found that retrenchment (operational costs and selling assets) are the main measures companies resort to, and that strategic reorientation is essential to turnaround. I found that internationalization is a key driver on strategic reorientation and diversification and concentration are complementary strategies that can enforce and strengthen the main one.

Post-merger innovative performance in the renewable energy sector

Due to global warming and shrinking fossil fuel resources, politics as well as society urge for a reduction of green house gas (GHG) emissions. This leads to a re-orientation towards a renewable energy sector. In this context, innovation and new technologies are key success factors. Moreover, the renewable energy sector has entered a consolidation stage, where corporate investors and mergers and acquisitions (M&A) gain in importance. Although both M&A and innovation in the renewable energy sector are important corporate strategies, the link between those two aspects has not been examined before. The present thesis examines the research question how M&A influence the acquirer’s post-merger innovative performance in the renewable energy sector. Based on a framework of relevant literature, three hypotheses are defined. First, the relation between non-technology oriented M&A and post-merger innovative performance is discussed. Second, the impact of absolute acquired knowledge on postmerger innovativeness is examined. Third, the target-acquirer relatedness is discussed. A panel data set of 117 firms collected over a period of six years has been analyzed via a random effects negative binomial regression model and a time lag of one year. The results support a non-significant, negative impact of non-technology M&A on postmerger innovative performance. The applied model did not support a positive and significant impact of absolute acquired knowledge on post-merger innovative performance. Lastly, the results suggest a reverse relation than postulated by Hypothesis 3. Targets from the same industry significantly and negatively influence the acquirers’ innovativeness.

Reporting Income Taxes in the Banking Sector In Angola - Accounting, Tax Regulation and Financial Reporting Evidences

This research provides an insight into income taxes reporting in Angola, based on hand collected data from the annual reports of banks. Empirical studies on Angolan companies are scarce, in part due to the limited access to data. The results show that income taxes’ reporting has improved over the years 2010-2013, becoming more reliable and understandable. The Angolan Government is boosting the economic growth through tax benefits in the investment in public debt, which cause a reduction in the banks’ effective tax rate. The new income tax law will reduce the statutory tax rate from 2015 onwards and change the taxable income, resulting in shifting the focus to promoting private investment.

How to bring equity investors to the social sector? A quasi-equity approach through the case study of SPEAK

As nonprofits do not have access to the same capital markets as for-profit enterprises, organizations usually scramble for funding to keep up with their mission. This scenario can be changed through the use of the right financial engineering. This Work Project aims at studying an innovative financing mechanism based on the concept of quasi-equity for organizations devoted to social ends to cope with their capital needs. A quasi-equity investment model is built for the Portuguese social business SPEAK, and an in-depth assessment of its current financial, organizational and impact situations is conducted. This is a pioneer case study in Portugal.

The role of objects in creative collaborations

Objects matter when professionals collaborate to create new products. Chapter 1 explains the intention of this work, to apply theories on objects in the empirical context of fashion design. Chapter 2 addresses the question of how creative professionals learn about and use strategy tools to turn their artistic fame into a commercial success. For Chapter 3 I collected ethnographic data on the development of a seasonal collection from the idea to the presentation at Fashion Week. The result is a deep insight into the collaborative processes and material objects used when a stable team of designers works with several outside experts. Chapter 4 applies the knowledge of the role of objects in fashion design gained during the ethnography in the context of online co-creation and crowd sourced fashion items. The synthesis of the empirical studies allows me to present the conceptual leap in Chapter 5. In the theoretical essay I review the findings on the role of objects in collaborations in relation to practice theory, present the new concept of the comprehensive object and conclude by stating the possibilities for future research.

How to engage low category users through social media- The case of the make-up sector in Portugal

Purpose: This work project should be inevitably deemed as a practical approach to a marketing problem; “How to engage low category users through the social media – the case of the make-up sector in Portugal”. Design/methodology/approach: Online structured questionnaires and in-depth interviews were used. The questionnaire was answered by 110 women aged from 15 to 45 years old and the interviews were conducted with 14 women of the same age. The interviews provided key insights for the questionnaire formulation. Findings: Women are poorly informed on make-up properties and characteristics, feeling a genuine concern in regard to this subject. Lack of time, occasional usage and skin damage are the main barriers for make-up usage by low category users. Overcoming these aspects pass by demystifying the association of make-up with skin damage and emphasise the functional and emotional benefits of make-up. Further, brands need to create contents more consumer-oriented and ask directly to fans/followers suggestions and other insights. Resort to Portuguese “common” women for greater empathy in campaigns, promote online meetings between followers and make-up professionals on social media; and finally take advantage of the hybrid condition of Facebook, which incorporates multiple forms of content presentation, including videos, the most appealing format of make-up presentation for women. Research limitations/implications: Further studies addressing this topic, by using larger samples and study of specific make-up brands and campaign programs, over social media to reach a solid growth potential of make-up market evidences in Portugal. Originality/ value: Make-up brands are emphasising their interest in linking social media and marketing their promotional mix around social marketing.

Gestão do ambiente e energia no sector dos serviços: caso estudo Logica

Num mundo globalizado, a competitividade entre organizações está a aumentar e tal como a Teoria de Darwin apenas sobrevivem os mais aptos, aqueles que se diferenciam pela inovação e sustentabilidade. Neste âmbito, a certificação pela norma ISO 14001 é encarada como uma norma de qualidade ambiental que permite diferenciar a organização pelas suas práticas. Este trabalho insere-se no protocolo de colaboração entre a FCT-UNL e a Logica TI Portugal e tem como objectivo principal a realização de uma auditoria ambiental a esta última. A auditoria consistiu no diagnóstico ambiental da organização e análise da distância à ISO 14001. Os resultados do diagnóstico indicam que os domínios ambientais significativos da organização são o consumo de energia eléctrica, a produção de resíduos, emissões atmosféricas e o consumo de papel e toners. Em relação ao cumprimento da ISO 14001, a organização já possui requisitos implementados pois é certificada pela ISO 9001 – Sistemas de Gestão da Qualidade que contem requisitos comuns. Uma vez que existe uma Política de Ambiente do grupo definida falta implementar processos que a realizem. Os resultados obtidos no diagnóstico ambiental permitiram apresentar recomendações para melhorar o desempenho ambiental da organização. Por outro lado, os resultados da distância à ISO 14001 permitiram elaborar tópicos para a implementação futura de um Sistema de Gestão Ambiental com base nos requisitos desta norma

Estudo e sugestões de melhorias de eficiência energética numa empresa do sector industrial de carnes

Desta dissertação resultou uma análise ao consumo energético associado aos produtos mais comerci-alizados por uma Empresa, inserida no sector industrial de carnes, e de respectivas medidas de ges-tão de energia eléctrica e de implementação de tecnologia térmica para optimizara a eficiência ener-gética da instalação. A avaliação realizada nesta dissertação permitiu identificar os processos que mais energia consomem, nomeadamente todos os produtos que envolvem a fumagem. Com base nes-tes resultados a empresa pode identificar as prioridades em termos de redução e melhoria da eficiên-cia energética. O estudo de gestão da energia eléctrica permitiu concluir que é mais proveitoso man-ter em funcionamento os processos pontuais durante os períodos nocturnos ou durante o fim-de-semana, permitindo, no segundo caso, obter uma poupança de 16% nos custos associados de cada vez que se colocar a linha de produção de peito de peru fumado entre o período semanal para o perí-odo entre sexta-feira e domingo, visto ser a linha de produção estudada que mais energia eléctrica consome. Na análise de pré-aquecimento dos fluidos utilizados na empresa através de recuperadores de calor, concluiu-se que é mais benéfico pré-aquecer a água utilizada para o processo de fumagem, visto obter-se uma poupança económica de 6 € e 11,8 m3 de gás natural por aplicação, ou seja, de cada vez que é utilizada água pré-aquecida através deste procedimento, tendo-se obtido valores de poupança energética entre 24 e 60% para os vários fluidos estudados.

Reallocation of resources between the tradable and non-tradable sector in Portugal: Assessing the degree of structural transformation in the Portuguese economy

Portugal implemented a large number of structural reforms in the recent years, which are expected to enhance the allocation of resources in the economy, namely from the non-tradable to tradable sector. We argue that the methodology to identify the tradable sector used by some international institutions is outdated and may hamper an accurate assessment of the progress achieved so far. Based on an enhanced methodology to identify the tradable sector, we are able to provide a more accurate, clearer picture of the recent structural developments of the Portuguese economy.

Sistema de suporte à decisão no sector eléctrico com Indicadores de desempenho: o caso português

Os consumidores exercem influência no comportamento do sector eléctrico pela variação da procura de electricidade à rede. A teoria económica e as estatísticas dos últimos anos sugerem que os consumidores reagem aos preços da electricidade, seja através dos usos que fazem da electricidade e na selecção de energias alternativas, seja pela tomada de decisão de investimento em eficiência energética e em autoconsumo. Indirectamente, a procura de electricidade à rede dos consumidores afecta o preço da venda da electricidade através das actualizações da tarifa para o ano seguinte. Apesar disso, raramente as políticas energéticas ou as previsões da procura são informadas com modelos de desempenho económico de procura dinâmica. Os objectivos da tese são desenvolver conceptualmente um modelo de simulação do sistema eléctrico considerando explicitamente a reacção e decisão dos consumidores face ao preço da electricidade; desenvolver informaticamente um Sistema de Suporte à Decisão (SSD) sobre o modelo de simulação e explorá-lo com o caso estudo do sistema eléctrico português. O modelo tem uma abordagem de simulação dinâmica. Conceptualmente, o modelo de simulação e o SSD são desenhados para permitir dois modos de aplicação: a) um modo interactivo, equivalente a um jogo entre os vários agentes (Estado como legislador/regulador; sector da produção, transporte e distribuição; e sector do consumo final com enfoque na indústria, famílias e serviços) ou b) um modo parametrizado assumindo comportamentos prédefinidos e tomadas de decisão de certos agentes para ensaiar opções de um utilizador. No âmbito da tese o modelo foi explorado apenas no modo parametrizado para ensaiar opções de políticas públicas no sector energético, em especial sistemas de incentivos, pré-definindo comportamentos dos agentes com tomada de decisão dos produtores e consumidores. Os cenários testados para o caso de estudo português sugerem que devem existir mais incentivos ao investimento em eficiência energética e menos subsidiação de preço de venda da electricidade: em todos os domínios, a redução do desperdício energético é melhor do que existirem preços artificialmente baixos. É este tipo de opções de política que melhor cumprem objectivos de uso racional de energia, protecção ambiental e redução de custos globais para os consumidores e para os contribuintes. A análise dos cenários sugere também que existe um potencial aliciante de poupança energética no sector do consumo final, que está longe de ser aproveitado. Verifica-se também que a tomada de decisão em autoconsumo reduz os investimentos em eficiência energética, obtendo-se menor redução do desperdício energético. O papel dos consumidores é importante. Um preço claro pode ajudar a consumir, a preservar e a investir.

Auditoria energética e aplicação de medidas de eficiência energética a uma instalação industrial do sector farmacêutico

A evolução das sociedades encontra-se assente num aumento dos consumos de energia, de origem fóssil sobretudo. Países com escassos recursos neste tipo de fontes de energia, encontram-se energeticamente dependentes face ao exterior, como é o caso de Portugal. Torna-se uma questão chave, a forma como a energia é utilizada, sendo o processo de auditorias energéticas uma ferramenta essencial para o efeito. Uma auditoria energética, é uma análise as condições de utilização de energia, com vista a identificação de oportunidades de racionalização do consumo de energia. Esta dissertação tem como caso de estudo a realização de uma auditoria energética e avaliação de medidas de eficiência energética a uma instalação industrial do sector farmacêutico, que no ano civil de 2014 apresentou um consumo global de 682 tep e ao abrigo do Decreto-Lei n.˚68-A/2015 de 30 de abril, encontra-se na obrigatoriedade de efetuar uma auditoria energética, que incida sobre as condições de utilização de energia. Nas medidas de eficiência energética avaliadas, que tiveram como suporte os resultados com a realização da auditoria energética, avaliou-se o potencial em termos económicos e ambientais, que de entre 4 medidas avaliadas destaca-se o estudo de viabilidade para implementação de uma central de trigeração.