O mercado das telecomunicações móveis nacionais

: benchmarking dos tarifários dirigidos ao segmento jovem

Abstract

Through this study, we intend to make an assessment of the national telecommunications market, with particular focus on the specialized offer of operators, addressed to the youth segment. After a 5-month internship held at Vodafone Portugal, the aim of the study was to analyze Yorn practices in comparison with its competitors and, using the benchmarking tool, to identify points of possible improvements. After a contextualization of the national mobile telecommunications market, in this report we analyze the field work (which includes a visit to the stores and the implementation of surveys), the strategy of the operators is studied, and most of all, it is given great importance to the component of brand communication, past and present, allowing an evaluation of the three players in this sector. This study will determine in a broad way, what are the most effective methods to communicate with the segment in question, the final purpose being the improvement of the performance, and consequent results, of Yorn. In order to present a practical implementation of the strategy changes suggested, a proposal is also shown for Yorn in the form of a 360° campaign.

Date of Award	2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)