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Publication
Worten Online – o reposicionamento
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 11.91 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A tecnologia e a Internet estão cada vez mais rápidas, fazendo com que os canais online
se tornem a opção de escolha dos consumidores, devido à facilidade de navegação e
comunicação. Dessa forma, muitas empresas tiveram de se adaptar às mudanças no
mercado e às necessidades dos seus consumidores.
O objetivo deste estudo é investigar o reposicionamento estratégico da Worten
Online, de modo a compreender o motivo pelo qual a empresa entrou em novos mercados
e aumentou os setores de negócio, mas também para perceber qual a perceção do
consumidor. Para responder às perguntas, foi realizado um estudo de caso descritivo com
um método de recolha mista.
A pesquisa qualitativa, através da análise documental de jornais eletrónicos, permitiu
uma ampla recolha de informação sobre as alterações ocorridas, concluindo que a Worten
entrou em novos mercados e aumentou os setores de negócio para se tornar uma onestop-
shop. Com a pesquisa quantitativa, através de um inquérito por questionário,
confirmou-se a perceção positiva dos consumidores em relação ao reposicionamento da
Worten Online.
Technology and the Internet are becoming faster and faster, making online channels the choice of consumers due to the ease of navigation and communication. As a result, many companies have had to adapt to changes in the market and the needs of their consumers. The aim of this study is to investigate the strategic repositioning of Worten Online, to understand why the company entered new markets and increased its business sectors, but also to understand consumer perceptions. To answer the questions, a descriptive case study was carried out with a mixed collection method. The qualitative research, through documentary analysis of electronic newspapers, provided a broad collection of information on the changes that have taken place, concluding that Worten has entered new markets and increased its business sectors to become a one-stop-shop. As for the quantitative research, through a questionnaire survey, we were able to confirm the consumer's positive perception of the repositioning
Technology and the Internet are becoming faster and faster, making online channels the choice of consumers due to the ease of navigation and communication. As a result, many companies have had to adapt to changes in the market and the needs of their consumers. The aim of this study is to investigate the strategic repositioning of Worten Online, to understand why the company entered new markets and increased its business sectors, but also to understand consumer perceptions. To answer the questions, a descriptive case study was carried out with a mixed collection method. The qualitative research, through documentary analysis of electronic newspapers, provided a broad collection of information on the changes that have taken place, concluding that Worten has entered new markets and increased its business sectors to become a one-stop-shop. As for the quantitative research, through a questionnaire survey, we were able to confirm the consumer's positive perception of the repositioning
Description
Keywords
Reposicionamento da Marca e-Marketplace Omnichannel Publicidade Compras Online Brand Repositioning Advertising Online Shopping