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Enhancing Bravilor Bonamat’s customer value proposition through refurbishment
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Resumo(s)
This thesis investigates how integrating refurbished coffee machines into Bravilor
Bonamat’s business model can enhance its customer value proposition. As sustainability
increasingly influences consumer preferences and regulatory frameworks, the adoption of
circular economy practices, such as refurbishment, presents an opportunity for Bravilor to
align with environmental goals, cater to emerging market demands, and strengthen its
competitive position. To address this, the study employed a strategic analysis using
frameworks like the Business Model Canvas, PESTLE, and SWOT, complemented by qualitative
insights from semi-structured interviews with employees and customers. The strategic
analysis evaluated the company’s internal capabilities and external market influences, while
the interviews provided perspectives on customer motivations, operational challenges, and
business model preferences. The findings reveal that refurbishment offers significant
potential to enhance Bravilor’s customer value proposition by combining affordability,
quality, and sustainability. Refurbished machines meet customer demand for cost-effective
alternatives, particularly among price-sensitive and eco-conscious segments, while aligning
with circular economy principles by reducing waste and extending product lifecycles.
Additionally, refurbishment reinforces Bravilor’s reputation for quality and innovation,
differentiating it from competitors and appealing to a broader customer base. The servicebased model emerged as the most suitable approach, balancing operational efficiency with
customer engagement while minimizing risks like cannibalization of new machine sales. In
conclusion, integrating refurbishment allows Bravilor Bonamat to address modern market
demands, enhance its sustainability efforts, and strengthen its premium brand image. By
adopting a strategic approach to refurbishment, the company can expand its market reach
and position itself as a leader in sustainable manufacturing practices. This study contributes
to the academic understanding of circular business models in the coffee machine industry and
offers practical recommendations for medium-sized manufacturers seeking to implement
sustainable initiatives.
Descrição
Palavras-chave
Refurbishment Circular economy Business Model Innovation Customer Value Proposition Sustainable Manufacturing
Contexto Educativo
Citação
Verheijen, Phoebe Isabelle (2025). “Enhancing Bravilor Bonamat’s customer value proposition through refurbishment”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão