An examination of Correios’ product portfolio and its best solution to overcome challenges in the convenience/retail segment

Abstract

Product portfolio has always been a challenge for most companies. Increasing or reducing it may impact positively or negatively your company. Therefore, a careful analysis is needed, and most times, it is not enough. The purpose of this study is to show Correios and its product portfolio in the convenience/ retail sector. The goal is to find an efficient strategy to shrink its portfolio to stay competitive in the market, reduce costs and increase overall revenue. Surveys and interviews were conducted to show that the spectrum of product portfolio goes beyond the marketing department. There are many external influences that if not thought of can affect tremendously the business of your firm. Doubts arise when evaluating whether shrinking the portfolio is the best solution for Correios, as other postal companies became successful increasing its product portfolio. The study shows that there are no ways of proving which one is best (shrink or not) but often demonstrates that the external influences can provide an important analysis for determining the most adequate solution.

Date of Award	11 May 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)