Desenvolvimento de um modelo de negócio de comércio eletrónico B2C no e-commerce Sonae MC

  • Gonçalo Pereira Rebeca (Student)

Student thesis: Master's Thesis


In recent years there has been an exponential growth in the nutritional supplements industry, with special emphasis on sports supplementation. With a market value estimated at € 2.6 billion in 2013, this growth has been supported in part by the migration of this category towards a mainstream market in terms of consumption. Consumers with active and healthy lifestyle habits have relied on supplementation to keep their nutritional requirements satisfied. The growing demand for this kind of products has not been ignored by companies, especially in the digital environment, in which the delivery of information often requested by this target audience might materialize on various formats, facilitating their decision making and consequent reduction of purchase barriers. Seeking to exploit the economic potential and best practices in the industry, it was proposed to develop a business model based on a digital sales channel. It was initially conducted an exploratory study on the industry and its borders, and the evaluation of the largest potential markets and competitors operating on them. Later the critical success factors were evaluated and crossed with the current website of the company so that they could understand what key points were vital to ensure the development of a competitive international project. It was then structured and established an international approach leveraging the strenghts of a partnership in order to initially address the Iberian market with a strong and well-structured value proposition.
Date of Award2014
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorSusana Silva (Supervisor)


  • Internationalization
  • Business model
  • Sports supplements


  • Mestrado em Marketing

Cite this