Seat in China

Currently, China has the biggest automobile industry in the world. China’s economic situation helped the automobile market, as the internal demand of passenger cars increased substantially in the last years. Chinese automobile industry’s astonishing expansion over the past years has attracted many foreign automobile groups. SEAT decided to enter the Chinese market, following its expansion strategy to enter new markets. The purpose of this study is to analyse and understand the strategic entry of SEAT in the Chinese market, hence the choice of an explanatory case study (Yin, 2003). This study extends this analysis by examining the chines automobile market, more specifically the demand, the market segmentation and the intensity of competition, reviewing the SEAT company history, their competitive positioning and resources. I conclude that, although the Chinese market has growing potential, SEAT has failed to achieve its initial objective. The company has not been able to create a brand awareness in the Chinese market, unlike other foreign brands that have managed to accomplish that. This occurred, mostly, because of the high prices in comparison to its competitors due to additional import cost, such as import duties, transportation and distribution.

Gallo Worldwide: Sustainability of competitive position in Brazil

Case Study

Cultura de segurança em proteção civil

This work aims to stress the concept of a security culture in the sense that each one of us is an emergency responder, the first one to respond, and the more prepared we are, with better training and awareness, the better we will perform, this applies even to the relationship between us and the Emergency Responders. All this will lead to a better probability of surviving an accident. If there is an accident, anywhere at any time, each one of us is alone. And the bigger the accident is the longer we stay alone. There is no firefighter, no policeman, no doctor, so it is very important to be competent, in other words, knowing how to react, wanting to react and being able to react. This is a basic requirement to understand the phenomenon, to know the consequences arising from the way we act and that we have to perform according to the situation: before, during and after it occurred. In brief, let’s not make resilience be just a word, let’s make it a concept that belongs to the higher definition of the Security Culture.

Which communication strategy should a male luxury (fashion) brand – associated with a luxury car brand – develop, in order to increase its awareness in Europe

This work project explores how a male luxury (fashion) brand (subsidiary) that is associated with a luxury car brand (parent company) should develop its communication strategy in order to increase awareness in Europe. For this purpose a quantitative research was conducted. The aim was to find out whether the company in question had low brand awareness among European luxury consumers. Hereafter, a qualitative research revealed important insights in regard to luxury communication among male luxury consumers. Both the results of the research and the recommendations of luxury experts laid the foundation for the development of a solution-oriented communication strategy. The result of the analysis crystallizes the importance of the shared heritage and the synergistic effects, of which the subsidiary should make vast use when communicating.

Genetic algorithm for shipping route estimation with long-range tracking data : automatic reconstruction of shipping routes based on the historical ship positions for maritime safety applications

Ship tracking systems allow Maritime Organizations that are concerned with the Safety at Sea to obtain information on the current location and route of merchant vessels. Thanks to Space technology in recent years the geographical coverage of the ship tracking platforms has increased significantly, from radar based near-shore traffic monitoring towards a worldwide picture of the maritime traffic situation. The long-range tracking systems currently in operations allow the storage of ship position data over many years: a valuable source of knowledge about the shipping routes between different ocean regions. The outcome of this Master project is a software prototype for the estimation of the most operated shipping route between any two geographical locations. The analysis is based on the historical ship positions acquired with long-range tracking systems. The proposed approach makes use of a Genetic Algorithm applied on a training set of relevant ship positions extracted from the long-term storage tracking database of the European Maritime Safety Agency (EMSA). The analysis of some representative shipping routes is presented and the quality of the results and their operational applications are assessed by a Maritime Safety expert.