Análise e monitorização estratégica de mercado na MM+A Branding

  • Patrícia Manuela da Silva Barbosa (Student)

Student thesis: Master's Thesis


Contrary to what one might think, strategic market analysis and monitoring is one of the most important aspects for the formulation and implementation of a successful strategy. The rapid evolution of the market, the intensification in competition between firms and the changes in consumer behviour are major challenges that can be primary sources of opportunities and know-how. The training done at mm+a branding aims to contribute to the improvement of the process of strategic market analysis and monitoring implemented by the company. The result of the work developed during the internship culminates in a case study that enabled the development of a sound methodology for strategic market analysis – 1’Strategic Analysis Model (1’SAM) – a strategic tool with real contributions to the effectiveness of brand management. This model not only adds value to the future branding projects of MM+A Branding, but also maximizes the value delivered to its customers.
Date of Award10 Mar 2015
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoana Machado (Supervisor)


  • Strategic market analysis and monitoring
  • MM+A Branding
  • 1’strategic analysis model (1’SAM)


  • Mestrado em Gestão

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