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Defining the most wanted product portfolio of the new ISEG merchandising store : a consulting project
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Resumo(s)
No âmbito do Trabalho Final do Mestrado em Management do ISEG – Lisbon
School of Economics and Management, foi desenvolvido um projeto de consultoria, onde
uma equipa, formada por alunos, funcionaram como consultores para um cliente, neste
caso, a própria escola.
O objetivo do cliente é resolver o “problema do merchandise”, que consiste no
desenvolvimento da loja da instituição, oferecendo aos alunos e a outros membros da
sociedade a possibilidade de adquirir produtos associados à marca ISEG, e, desta forma
criar reconhecimento e expandir a notoriedade da instituição.
O projeto foi organizado em quatro ramos distintos: Catálogo de produtos,
Comunicação, Digitalização e Operações. No panorama atual da loja, em todos estes
ramos foram identificados possíveis pontos de melhoria, para que os produtos de
merchandise deixem de ser um custo afundado para a instituição e se tornem numa
ferramenta com impacto no reconhecimento da marca entre a sociedade.
Este relatório tem o propósito de definir uma estratégia de aumentar o catálogo de
produtos, entender quais os produtos preferidos pela população alvo e, por fim, perceber
o impacto financeiro do projeto.
Within the Final Work of the MiM at ISEG – Lisbon School of Economics and Management, a consulting project was addressed by a group of students would work as consultants to assist a client, in this case it would be the school itself. The client’s goal was to solve the “merchandise problem”, which consists in the development of a Merchandise Store for the institution, offering the students and other members of the society the possibility to acquire products associated to the brand ISEG. This action generates awareness towards the brand and expands the institution notoriety. The project was organized in four distinct branches: Operations; Portfolio; Marketing; and Digital. In the current panorama of the store, in all these branches were identified possible points of improvement so that merchandise products are no longer a sunk cost for the institution and becomes a tool that can be leveraged and create impact in the brand awareness between the society. This report is focused on defining a strategy to widen the store catalogue of products, understand the most desired ones to the demand, and, lastly, understand the financial overview of the whole project.
Within the Final Work of the MiM at ISEG – Lisbon School of Economics and Management, a consulting project was addressed by a group of students would work as consultants to assist a client, in this case it would be the school itself. The client’s goal was to solve the “merchandise problem”, which consists in the development of a Merchandise Store for the institution, offering the students and other members of the society the possibility to acquire products associated to the brand ISEG. This action generates awareness towards the brand and expands the institution notoriety. The project was organized in four distinct branches: Operations; Portfolio; Marketing; and Digital. In the current panorama of the store, in all these branches were identified possible points of improvement so that merchandise products are no longer a sunk cost for the institution and becomes a tool that can be leveraged and create impact in the brand awareness between the society. This report is focused on defining a strategy to widen the store catalogue of products, understand the most desired ones to the demand, and, lastly, understand the financial overview of the whole project.
Descrição
Mestrado Bolonha em Management
Palavras-chave
Catálogo de produtos Portfolio Procura Vendas Avaliação de projeto Product Portfolio Catalogue Demand Sales Project Valuation
Contexto Educativo
Citação
Ahmad, André Isaac Sobral (2022). “Defining the most wanted product portfolio of the new ISEG merchandising store : a consulting project”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão