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Advisor(s)
Abstract(s)
O contexto desta dissertação é o mercado do calçado de luxo nacional e internacional.
Através de um estudo de caso sobre uma marca portuguesa de elevada notoriedade, a marca
de calçado de luxo Luís Onofre, procurou-se investigar quais os factores que contribuíram
para o seu sucesso e quais as estratégias implementadas por esta nos domínios relevantes e
seus resultados.
No levantamento bibliográfico pretendeu-se definir o que caracteriza um empreendedor e os
passos a efectuar para a criação de uma marca de sucesso, apoiando-se em teóricos e
académicos como Aaker, Gehlhar, Hisrich, Kotler, Martin, Parrish, Porter, Ronstadt, entre
outros.
A metodologia usada foi a pesquisa exploratória na forma de recolha bibliográfica e estudo de
caso.
O resultado principal desta dissertação foi conseguir, com a análise bibliográfica e de estudo
de caso, desenhar uma proposta de estratégia para a criação da marca de calçado de nome
próprio, Catarina Cruz, direccionada para o segmento de luxo e que se pretende que seja
bem-sucedida.
Conclui-se com este trabalho que, com a aposta actual do País na indústria de calçado com
forte componente exportador, tendo a indústria de calçado portuguesa boa imagem
internacional e estando o mercado internacional em expansão neste segmento, se forem
seguidos os factores críticos de sucesso da marca estudada e as características
diferenciadoras da marca Catarina Cruz, há a razoável possibilidade desta ser bem aceite e
ter sucesso.
Para além destes aspectos, falar de indústria potencialmente exportadora, como a indústria
do calcado, em plena crise actual, é falar de um tema relevante e do desbravar de caminhos
para correcta utilização da nossa mão de obra qualificada.
The context of this thesis is the market of national and international luxury footwear. Through a case study about a Portuguese brand with high prominence, the brand of luxury footwear Luís Onofre, we tried to investigate which factors contributed to its success and which strategies were implemented on the brand in the relevant field as well as its results. On the bibliographic survey was intended to define what characterizes an entrepreneur and the steps for a creation of a successful brand, based in theorists and scholars as Aaker, Gehlhar, Hisrich, Kotler, Martin, Parrish, Porter, Ronstadt, among others. The methodology used was exploratory research collecting bibliographic information and the case study research. The main objective of this thesis was to achieve, with the bibliographic analysis and the case study research, to plan a draft strategy for the creation of a luxury footwear brand with its own name, Catarina Cruz, directed to the luxury segment and which is intended to succeed. With this dissertation we conclude that, with the current bid that the Country is making in the footwear’s industry with an high exporter component, the footwear industry in Portugal having a good image internationally and the international market being expanding in this segment, if the key success factors of the brand are followed and with the differentiator characteristics of the brand Catarina Cruz, it is highly possible that it would be well accepted and succeed. In addiction to these aspects, speaking about a potential exporting industry like the industry of footwear, in the middle of the current crisis, is speaking about a relevant topic and the breaking of paths to the correct utilization of our qualified labor.
The context of this thesis is the market of national and international luxury footwear. Through a case study about a Portuguese brand with high prominence, the brand of luxury footwear Luís Onofre, we tried to investigate which factors contributed to its success and which strategies were implemented on the brand in the relevant field as well as its results. On the bibliographic survey was intended to define what characterizes an entrepreneur and the steps for a creation of a successful brand, based in theorists and scholars as Aaker, Gehlhar, Hisrich, Kotler, Martin, Parrish, Porter, Ronstadt, among others. The methodology used was exploratory research collecting bibliographic information and the case study research. The main objective of this thesis was to achieve, with the bibliographic analysis and the case study research, to plan a draft strategy for the creation of a luxury footwear brand with its own name, Catarina Cruz, directed to the luxury segment and which is intended to succeed. With this dissertation we conclude that, with the current bid that the Country is making in the footwear’s industry with an high exporter component, the footwear industry in Portugal having a good image internationally and the international market being expanding in this segment, if the key success factors of the brand are followed and with the differentiator characteristics of the brand Catarina Cruz, it is highly possible that it would be well accepted and succeed. In addiction to these aspects, speaking about a potential exporting industry like the industry of footwear, in the middle of the current crisis, is speaking about a relevant topic and the breaking of paths to the correct utilization of our qualified labor.
Description
Keywords
Calçado Design Empreendedorismo Indústria Luxo Marca