Impacto da concorrência na performance do retalhista

Abstract

This study sought to analyze and measure the competition impact on the performance of well-known Portuguese retailer with many point of sales and, subsequently make proposals to boost net sales in some of these point of sales. The relevance of this issue is growing, given the highly competitive and unpredictable environment in which companies move, demanding companies to turn to the external environment and develop effective strategies to consolidate its market position. In an attempt to measure the impact of competition on business results, it was identified, as a starting point, the most valued factors in the store and category choice, including price, location, variety and range. Later, these same factors have helped define the characterizing variables of the retailer, of its major competitors and its influence area, like the potential market and commercial activity. To achieve this goal, a top-level regression and a middle-level regression were designed, based on the Multi-level Demand System theoretical model. The results of the third top-level specification suggest that point of sales with larger area and more items sell more. Regarding the category analysis, consumers are not sensitive to the increase of modules in categories A, C, D and G, in opposition to the categories B, E, F and H.

Date of Award	24 Sept 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor) & Ricardo Ribeiro (Co-Supervisor)