FNAC Portugal in 2013

: how to react to the changes in the market?

Abstract

The markets are continuously changing and the markets of technological and cultural products are no exception. When FNAC opened its first store in Portugal, in 1998, the market was quite different from how it is nowadays. The client motivations as well as expectations have been drastically changing and the access to certain products is now easier than ever, especially due to the Internet. This Thesis exposes the recent policies of FNAC: the new product categories, the bet on multichannel strategy, the new store formats and the new business model. All these are part of FNAC new strategic plan – FNAC 2015. These new policies seem to be the right answer to the problems that emerged from the evolution of the markets where FNAC operates. The key markets for FNAC have been dropping in the last years and the clients’ profile has changed. At the same time that FNAC wants to overpass these challenges it wants to expand its business in Portugal. The company should not only look at the bright side of these new policies but also look at the possible negative outcomes and be prepared for them. These policies can have some disadvantages to the brand and it’s up to it to overcome them and become a stronger brand.

Date of Award	14 Feb 2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)