Relatório de estágio na Bosch Termotecnologia S.A.

: estudo sobre a viabilidade económica do serviço de distribuição de água quente

Abstract

This report is based on an internship done in a company of the water heating market. The research questions that guided the report were: 1. “Will there be a market that contemplates a new way of delivering hot water to the consumers, instead of selling water heaters?”; 2. “Will that new business opportunity be profitable to Bosch?”. These questions conducted several business analysis and studies in the attempt to find the best possible response. The new way of delivering hot water to consumers is carried out through the supply of a service, instead of selling a product. In this context, the consumer can buy a service that delivers the hot water and has no longer to buy water heating equipment. That service is assured through a financial counterpart, being a monthly fee charged to the customer. In order to know the existing offer in the market, it was necessary to develop a competitors’ analysis and complete an exercise of benchmarking. Based on that, a new service was suggested with the name of “Pay as you go”. Various markets were analyzed in the attempt to understand which of them would be profitable to the company. Decisions about the product associated with the service “Pay as you go” were made next. We tried to offer the best solution to the chosen market: USA. In order to evaluate the economical feasibility of this new service and after the previous decisions being made, we performed a financial analysis. Findings were greatly optimistic, since it was possible to positively answer both questions elaborated. The solution was considered to be an innovative offer, displaying several advantages when compared with the competing offer. Hence, there seems to exist an opportunity to implement this new service in the selected market.

Date of Award	2010
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)