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Authors
Advisor(s)
Abstract(s)
O objetivo do presente projeto é o desenvolvimento de um plano de negócio
para a criação de uma nova marca de moda sustentável com o nome The Tee Studio.
The Tee Studio é uma marca de moda, cujo principal produto são camisolas
personalizadas com ilustrações bordadas à mão. A marca tem como grande
característica diferenciadora os seus princípios de sustentabilidade, quer ecológica —
os produtos são produzidos a partir de matérias sustentáveis — quer social — toda a
produção, desde a matéria prima ao produto final é portuguesa, e o bordado é realizado
por artesãs tradicionais vianenses, que neste projeto encontram uma oportunidade de
trabalho que lhe permite manter viva a sua arte.
A realização de um plano de negócios pretende comprovar a viabilidade de
implementação da The Tee Studio no mercado, para tal, o mesmo comporta uma
análise da envolvente da empresa, quer a nível externo quer a nível interno, a estratégia
de implementação da marca no mercado e um plano financeiro.
Foi levada a cabo uma investigação como forma de apoiar e sustentar o
desenvolvimento do plano de negócios: um estudo de mercado, com o propósito de
melhor compreender o segmento-alvo a atingir.
ABSTRACT: The purpose of this project is to develop a business plan for the creation of a new sustainable fashion brand named The Tee Studio. The Tee Studio is a fashion brand whose main product are custom t-shirts with hand-embroidered illustrations. The brand differentiates itself for its principles of sustainability, both ecological — the products are produced from sustainable materials — and social — all the production, from the raw material to the final product is made in Portugal, in factories that respect it’s employees work and life conditions, and the embroidery is done by traditional artisans from Viana do Castelo, who in this project find a job opportunity that allows them to keep their art alive. The development of a business plan intends to prove the feasibility of implementing The Tee Studio in the market, for this, it involves an analysis of the company's environment, both externally and internally, the strategy of implementation of the brand in the market and a financial plan. A research was carried out as a way of supporting and sustaining the development of the business plan: a market study, in order to better understand the targeted segment the brand aims to achieve.
ABSTRACT: The purpose of this project is to develop a business plan for the creation of a new sustainable fashion brand named The Tee Studio. The Tee Studio is a fashion brand whose main product are custom t-shirts with hand-embroidered illustrations. The brand differentiates itself for its principles of sustainability, both ecological — the products are produced from sustainable materials — and social — all the production, from the raw material to the final product is made in Portugal, in factories that respect it’s employees work and life conditions, and the embroidery is done by traditional artisans from Viana do Castelo, who in this project find a job opportunity that allows them to keep their art alive. The development of a business plan intends to prove the feasibility of implementing The Tee Studio in the market, for this, it involves an analysis of the company's environment, both externally and internally, the strategy of implementation of the brand in the market and a financial plan. A research was carried out as a way of supporting and sustaining the development of the business plan: a market study, in order to better understand the targeted segment the brand aims to achieve.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Plano de negócios Moda Sustentabilidade Artesanato Portugal The Tee Studio Business plan Fashion Sustainability Handcrafted
Citation
Esteves, F.M. (2018). Plano de negócios: The Tee Studio. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social