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Advisor(s)
Abstract(s)
No Ć¢mbito do Mestrado de Marketing Digital, a mestranda optou pela realizaĆ§Ć£o de estĆ”gio, com o objetivo da aquisiĆ§Ć£o de competĆŖncias tĆ©cnicas, permitindo a adaptaĆ§Ć£o ao dia-a-dia em contexto laboral, tendo a oportunidade de aplicar conhecimentos adquiridos ao longo do mestrado.
Na consecuĆ§Ć£o do estĆ”gio supracitado, o e-commerce emergiu como elemento central, pelo que o presente relatĆ³rio versa essencialmente esta temĆ”tica.
Neste sentido, importa mencionar que o estĆ”gio foi realizado numa empresa de e-commerce, denominada Bilua, que se constituĆ por quatro lojas online destinadas a produtos familiares: A Miscota, que vende produtos e acessĆ³rios para animais; a Biuky que vende perfumaria e cosmĆ©ticos; a Kidits que vende produtos para bebĆ©s e, por fim, a Carethy que vende produtos para farmĆ”cia.
Dentro do grupo Bilua o enfoque principal em termos das atividades desempenhadas recaiu na Miscota, onde decorreu parte considerĆ”vel do percurso de estĆ”gio. Esta, foi a primeira empresa Bilua a operar e Ć© a maior empresa do grupo no que Ć percentagem de vendas diz respeito.
Com este relatĆ³rio, objetiva-se relatar a forma como uma empresa individual pode sobressair internacionalmente e de forma competitiva no mercado da indĆŗstria de produtos para animais. Operando num mercado feroz de competidores, a Miscota deve apostar na sua singularidade e diferenciaĆ§Ć£o para, deste modo, adquirir vantagens junto dos consumidores.
No presente documento, definem-se ainda componentes de interesse, explorando-se igualmente o processo analĆtico em termos de AnĆ”lise de Mercado e AnĆ”lise de ConcorrĆŖncia. Ć tambĆ©m descrito o conjunto de atividades desenvolvidas na consecuĆ§Ć£o do estĆ”gio. Neste Ć¢mbito, importa ressalvar que a aplicaĆ§Ć£o destas estratĆ©gias permitiu obter uma anĆ”lise contribuindo Ć para melhora do posicionamento no ranking de resultados de pesquisa nos motores de busca.
Por fim, reflete-se criticamente sobre a experiĆŖncia de estĆ”gio questionam-se posicionamentos, revelam-se dificuldades e patenteiam-se os ganhos de uma experiĆŖncia tĆ£o enriquecedora.
Under the Master of Digital Marketing, a graduate student opted performing stage, with the aim of acquiring technical skills, allowing the adaptation to day-to-day working environment, with the opportunity to apply knowledge acquired during the Masters. In achieving the above stage, the e-commerce has emerged as a central element, so this report essentially versa this topic. It is therefore important to mention that the stage was conducted in an e-commerce company named Bilua, which is constituted by four online stores aimed at product family: The Miscota, selling products and pet accessories; the Biuky that sells perfumes and cosmetics; Kidits selling the products for infants and, finally, Carethy selling products pharmacy. Within the group Bilua the main focus in terms of the activities performed in relapsed Miscota, ensued considerable part of the internship route. This was the first company to operate Bilua and is the largest company in the group in which the percentage of sales concerns. With this report, the objective is to describe how an individual company can excel internationally and competitively in the pet products industry market. Operating in a fierce market competitors, Miscota should invest in for their uniqueness and differentiation, thus gaining an advantage with consumers. In this paper, still defined components of interest, it is also exploring the analytical process in terms of Market Analysis and Competition Analysis. Also described is the set of activities in achieving the stage. In this context it is important to note that the implementation of these strategies yielded an analysis contributes to the improvement of the position in the ranking of search results in search engines. Finally, we reflect critically on the experience of internship placements question is, is proving to be difficult and patent gains such an enriching experience.
Under the Master of Digital Marketing, a graduate student opted performing stage, with the aim of acquiring technical skills, allowing the adaptation to day-to-day working environment, with the opportunity to apply knowledge acquired during the Masters. In achieving the above stage, the e-commerce has emerged as a central element, so this report essentially versa this topic. It is therefore important to mention that the stage was conducted in an e-commerce company named Bilua, which is constituted by four online stores aimed at product family: The Miscota, selling products and pet accessories; the Biuky that sells perfumes and cosmetics; Kidits selling the products for infants and, finally, Carethy selling products pharmacy. Within the group Bilua the main focus in terms of the activities performed in relapsed Miscota, ensued considerable part of the internship route. This was the first company to operate Bilua and is the largest company in the group in which the percentage of sales concerns. With this report, the objective is to describe how an individual company can excel internationally and competitively in the pet products industry market. Operating in a fierce market competitors, Miscota should invest in for their uniqueness and differentiation, thus gaining an advantage with consumers. In this paper, still defined components of interest, it is also exploring the analytical process in terms of Market Analysis and Competition Analysis. Also described is the set of activities in achieving the stage. In this context it is important to note that the implementation of these strategies yielded an analysis contributes to the improvement of the position in the ranking of search results in search engines. Finally, we reflect critically on the experience of internship placements question is, is proving to be difficult and patent gains such an enriching experience.
Description
RelatĆ³rio de EstĆ”gio apresentado ao Instituto de Contabilidade e AdministraĆ§Ć£o do Porto para a obtenĆ§Ć£o do grau de Mestre em Marketing Digital, sob orientaĆ§Ć£o do Mestre Especialista AntĆ³nio Silva Vieira
Nota: 14 valores
Nota: 14 valores
Keywords
InternacionalizaĆ§Ć£o AnĆ”lise da concorrĆŖncia E-commerce ExportaĆ§Ć£o Internationalization Competition analysis E-commerce Export
Citation
Publisher
Instituto PolitĆ©cnico do Porto. Instituto Superior de Contabilidade e AdministraĆ§Ć£o do Porto