Otimização da dinâmica de marketing no talho do grupo SONAE

Abstract

The number of butchers has been declining for several years, largely due to the growing influence of large supermarket chains such as Continente and Pingo Doce. In addition to offering a wide range of packaged meats, these supermarkets also offer a personalized service, as we can see in traditional street butchers. Due to the recent economic recession, we have witnessed losses of purchasing power from several consumers, who increasingly choose supermarkets with hard discounts, such as LIDL and Aldi.The entry of new players in the Portuguese market, such as Mercadona, the Spanish market leader, increases the pressure even more and makes us want to develop the butcher's business area, in order to maximize its results, making it the leader in Marketplace. Thus, this study aims to analyze the importance of Marketing in the development of the butchery and contribute to changing the negative perceptions that SONAE´s butcher shop group has been targeting. Through the analysis of the internal and external context, we are able to perceive that Pingo Doce is the market leader in the butcher shop, with the highest share brand and also the highest Net Promoter Score (NPS) and is also perceived as a supermarket with the best promotions and the best butcher. However, Sonae has been improving its indicators. The growing focus and investment in a Marketing strategy has increased the butcher's long-term growth.

Date of Award	9 May 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)