A Padaria Portuguesa
: what’s next? : the effect of the network, brand and distribution on expansion

  • Marta Rita Ferreira de Carvalho (Student)

Student thesis: Master's Thesis

Abstract

Concept bakeries have become a big trend among Lisbon residents in the last years. With a sophisticated design, above-average quality products and a properly trained staff, these bakeries are differentiating themselves through the customer experience they offer. Since 2010, A Padaria Portuguesa was able to build a consistent brand in the sector and, despite the financial crisis in the country, it became the fifth Portuguese company with the biggest growth in 2015. In order to keep its prosperity and to overcome the market saturation in the Portuguese capital, the expansion is inevitable and Oporto is the first city considered for this next step. Taking into account the chain’s current distribution and brand strategies, Nuno Carvalho and Sílvia Cavalinhos (A Padaria Portuguesa’s CEO and marketing director) organized a meeting with all the team managers. It is up to the team to analyze and decide on the possibility of brand standardization and on the investment of a new production center in a context of expansion to Oporto.
Date of Award19 Jul 2016
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Gonçalves Marcos (Supervisor) & Sílvia Cavalinhos (Co-Supervisor)

Keywords

  • Expansion
  • Brand standardization
  • Indirect network effect
  • Market development
  • Breakeven point
  • Distribution strategy

Designation

  • Mestrado em Gestão: Programa Internacional

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