Retális, Cooperativa Rádio Táxis de Lisboa, CRL

: the decline in the taxi industry

Abstract

After a little more than 30 years of existence, in 2008 the cooperative Retalis faced one of the biggest crisis since its foundation. Some of its associates, dissatisfied with the service were leaving the company. There were also unsatisfied end-consumers with the lack of effectiveness and the waiting time of the service. The internal problems aligned with a general economic crisis, rising of oil prices and the growth of the largest competitor (Autocoope) led Retalis president to propose the adoption of a new allocation of services system, the GSM/GPRS system. The company’s deadlock in 2008 offers then a series of discussion possibilities on courses of strategy or innovation. In addition to the case study, the dissertation also includes a literature review that contains the suggested concepts and frameworks that can be used to analyze and assess the company’s situation, internal and external environment and the new technology adoption impact. Finally the teaching note suggests an approach to the case that might be used to guide a class discussion or the preparation of it. Through the case analysis it is possible to conclude that the adoption of the GSM/GPRS system can be optimal because it would improve Retalis performance and, above all, create a source of competitive advantage over competitors in the taxi industry. However, there were also some threats and barriers for the new system adoption like the economic crisis, the associates characteristics and a deeply rooted working culture. The strategy of the new system adoption will only succeed if the company is able to motivate most of its associates and to raise awareness of this change through a marketing campaign.

Date of Award	9 Feb 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)