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Abstract(s)
O setor agroalimentar, depois de vários anos de desinvestimento, descrédito e desvalorização, é atualmente no mercado nacional um dos grandes impulsionadores da economia. Especificando, o setor dos óleos alimentares tem vindo a crescer nos últimos anos, tornando-se um segmento de mercado bastante competitivo, tanto interna como externamente. Genericamente, este trabalho tenta definir e delimitar as principais linhas de orientação na produção e comercialização de um novo óleo alimentar de alto rendimento, já desenvolvido e testado, conseguindo-se desta forma perceber quais as principais dificuldades e obstáculos com que o promotor deste negócio se irá deparar, mas também as valias e vantagens relativamente à demais concorrência.
Sinteticamente, o presente projeto divide-se em 3 partes essenciais, o enquadramento teórico, indispensável à compreensão e delimitação das áreas de estudo; a análise de mercado, predominando as análises internas e externas; o plano de negócio, parte eminentemente prática e onde se encontra realmente o foco principal deste trabalho. Foram ainda esboçadas algumas conjeturas e premissas pertinentes quanto à possibilidade de internacionalizar esta marca. De um modo geral, apesar de se perceber as limitações deste trabalho, nomeadamente dos dados previsionais utilizados e as incertezas do mercado, globalmente é possível desde já afirmar acerca da viabilidade do mesmo, não obstante da necessidade de revisão mais pormenorizada antes de iniciar a comercialização des e novo óleo alimentar de alto rendimento.
The agri-food sector, after many years of disinvestment, disrepute and devaluation, is actually, in the national market, one of the biggest economy developers. More specifically, the sector of edible oils has been growing in recent years, becoming a very competitive market segment, both internally and externally. Generally, this paper attempts not only to define and delimit the main guidelines in producing and marketing a new cooking oil, which has been already developed and tested, realizing this way what are the main difficulties and obstacles that a promoter of this business will encounter, but also demonstrate the added value and advantages towards other competitors. Synthetically, the work in hand is divided into 3 main parts, the theoretical framework, essential for understanding and enclose the fields of study; the market analysis, mainly the internal and external analyses; and the business plan, eminently practical and the real focus of this work. Some conjectures and assumptions were also outlined in the body of this work, relevant to the possibility to internationalize this brand. In general, despite the limitations of this work, mainly because the used forward- looking data and the market uncertainty, globally it’s possible nevertheless to state the viability of it, in spite of the need to revise it in more detail before marketing this new high performance food oil.
The agri-food sector, after many years of disinvestment, disrepute and devaluation, is actually, in the national market, one of the biggest economy developers. More specifically, the sector of edible oils has been growing in recent years, becoming a very competitive market segment, both internally and externally. Generally, this paper attempts not only to define and delimit the main guidelines in producing and marketing a new cooking oil, which has been already developed and tested, realizing this way what are the main difficulties and obstacles that a promoter of this business will encounter, but also demonstrate the added value and advantages towards other competitors. Synthetically, the work in hand is divided into 3 main parts, the theoretical framework, essential for understanding and enclose the fields of study; the market analysis, mainly the internal and external analyses; and the business plan, eminently practical and the real focus of this work. Some conjectures and assumptions were also outlined in the body of this work, relevant to the possibility to internationalize this brand. In general, despite the limitations of this work, mainly because the used forward- looking data and the market uncertainty, globally it’s possible nevertheless to state the viability of it, in spite of the need to revise it in more detail before marketing this new high performance food oil.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Empreendedorismo Inovação Óleo alimentar Rentabilidade Entrepreneurship Innovation Food oil Profitability