Product and industry analysis for Alzuleycha

: a brand inspired by Portugal

Abstract

The present dissertation comprises a Product and Industry analysis, specially developed for Alzuleycha; a new Portuguese design brand focused on the creation and commercialization of unique decoration pieces, which ally modernity and tradition. Among the countless details, which serve as an inspiration source for the brand, there are the Portuguese tiles, the azulejos,
from which the firm's identity derived.
The primary aim of the conducted analysis is, to integrate a Business Plan (deliverable of the Consulting Project), in order to help the brand to define its scope of activity, current state and future intentions. Hence, the present dissertation supports and originates a path and strategy drawn to guide Alzuleycha towards the successful accomplishment of its goals, mainly its
establishment and positioning in the Portuguese decoration market.
By clearly defining Alzuleycha's scope of activity it was possible to organize its plethora of products: its decorative panels, proper for walls and furniture, were highlighted as single components of the brand's Primary Line, the focus product.
The crossing of data regarding demand and supply revealed a possible target group, females aged between 31 and 55, but also a maladjustment between the price currently established and the one potential consumers expressed to be willing to pay. In order to align the mentioned spheres new suppliers where suggested, reformulating the production process, ultimately allowing for the significant decrease of incurred costs and consequent beneficial adaptation of
prices.

Date of Award	24 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)