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Entry into the packaging market: The case of a portuguese cork-based company
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The Company where the internship was carried out is a Portuguese cork-based B2B and B2C business, owning a worldwide stable and strong presence. It transforms cork composites, blended with other materials into new shapes, giving it new functionalities, and constantly searches for new challenges and develops new cork solutions.
This thesis aims to give a foundation for the Company to enter in the packaging market. Therefore, to understand the industry and analyze the Company’s potential to enter the market, this research adopted a case study approach, having desktop research, unstructured interviews, and meetings in a corporate setting as the data collection techniques.
The Company revealed to be in a good path to enter in the packaging market, specifically in the food & beverages and beauty & personal care markets. The cork-based materials with most potential for these markets are Cork Polymer Compounds, White Agglomerates and White Agglomerates with EVA. To enrich its future market competitiveness, the Company should invest in new product development, creating unique and innovative packaging materials and applications.
This thesis limitations resulted predominantly from the literature availability, and future research is proposed to address it.
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Cork Packaging Market entry Product development Sustainability Cork Polymer Compounds White Agglomerates