Amanhecer

: a new dawn for Recheio?

Abstract

Jerónimo Martins (JM) was the largest Portuguese distributor with its activity focused on the Portuguese and Polish markets, and more recently on Colombia. More than 60% of its revenues were coming outside of Portuguese boarders, but in spite of that Pingo doce and Recheio were exceling in a market that, overtime, was losing its attractiveness. Pingo Doce was the largest supermarket chain in Portugal with more than 360 stores. Recheio, JM’s wholesaler, was essentially selling to HORECA and the traditional retail segment. Given the economic situation in Portugal, Recheio decided to convert its private label Amanhecer, that was sold in many groceries, into a partnership – called Amanhecer stores – that would allow both partys to thrive. First, Recheio would ensure that between 60 to 80% of the products sold in these stores were supplied by them, and on the other hand, the grocery owners would benefit from special buying conditions not only with Recheio but also with electricity suppliers and others. The aim of this thesis is to understand if a company like JM that in the past, with the growth of Pingo Doce, was indirectly responsible for the closing down of many traditional stores, could now be the answer that grocers need to save this segment.

Date of Award	7 Feb 2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)