Type of Publication
Thesis
Date:
12 /
2023
Status
Published with embargo
Featured in:
MD Thesis
Authors:
Madalena Coelho dos Reis Mercês de Mello, Mariana Queiroz Andrade Pereira, Rita Martins Belo and Sara Alexandra Henriques Madeira Pereira
The project aims to design a comprehensive market entry strategy to successfully launch UniqueMark, an innovative hallmarking technology, into the market. This Work Project intends to assist Imprensa Nacional Casa da Moeda (INCM) in developing a strategic business plan, leveraging the technology’s value proposition and market opportunities. Internal and external analysis, incorporating best practices and concept testing, are the key phases of the methodology. The findings are organized among three main guiding pillars (price, promotion, and place) that led to the recommendation of a customized strategy tailored to firm’s needs. Further research was suggested to better implement the final recommendations.
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Institute of Systems and Robotics Department of Electrical and Computers Engineering University of Coimbra
