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Publication
Estudo de viabilidade de negócio: comercialização e distribuição de uma distinta gama de chás chineses
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Authors
Abstract(s)
Este trabalho de projeto insere-se no âmbito da obtenção do grau de Mestre em Gestão
Empresarial, sob a orientação da Professora Doutora Eugénia Maria Dores Maia
Ferreira e do Professor Dr. Fernando Manuel Félix Cardoso.
O principal objetivo do presente trabalho é estudar a viabilidade de implementação de
um negócio de comercialização e distribuição de uma distinta gama de chás em
Portugal, ao canal HORECA, a centros de bem-estar e a pontos de venda de produtos
naturais.
A fundamentação teórica visa sustentar as componentes práticas do trabalho, e está
concentrada em 2 temas. O primeiro consiste em conhecer as premissas a ter em
consideração para o sucesso de um negócio chinês a montante. Já o segundo aborda os
benefícios provindos do consumo do chá, testados e revistos por especialistas na área.
O estudo de mercado tem como base a realização de um questionário online que permite
alcançar o objetivo inicial de conhecer a recetividade do cliente final ao consumo de chá
chinês.
Em termos de desenvolvimento prático do plano de negócios, procedeu-se à montagem
do plano de marketing, plano operacional e plano financeiro. Com o plano financeiro
realizado, são conhecidos os indicadores e a avaliação do projeto. Numa avaliação
geral, conclui-se que o projeto é viável em todas as suas vertentes estratégicas.
This project is part of the Master's degree in Business Management, with the support of Professor Eugénia Maria Dores Maia Ferreira and Professor Fernando Manuel Félix Cardoso. The main objective of the present project is to study the viability of implementing a marketing and distribution business for a wide range of teas in Portugal, in the HORECA, wellness centers and points of sale of natural products. The theoretical basis aims to sustain the practical components of the work, and is concentrated in 2 themes. The first is to know the premises to take into account for the success of a Chinese upstream business. The second deals with the benefits of tea consumption, tested and reviewed by experts in the field. The market study is based on the realization of an online questionnaire that allows us to reach the initial objective of knowing the final customer's receptivity to Chinese tea consumption. In terms of the practical development of the business plan, the marketing plan, operational plan and financial plan were set up. With the financial plan, the project indicators and evaluation are known. In a general assessment, it’s concluded that the project is viable in all its strategic strands.
This project is part of the Master's degree in Business Management, with the support of Professor Eugénia Maria Dores Maia Ferreira and Professor Fernando Manuel Félix Cardoso. The main objective of the present project is to study the viability of implementing a marketing and distribution business for a wide range of teas in Portugal, in the HORECA, wellness centers and points of sale of natural products. The theoretical basis aims to sustain the practical components of the work, and is concentrated in 2 themes. The first is to know the premises to take into account for the success of a Chinese upstream business. The second deals with the benefits of tea consumption, tested and reviewed by experts in the field. The market study is based on the realization of an online questionnaire that allows us to reach the initial objective of knowing the final customer's receptivity to Chinese tea consumption. In terms of the practical development of the business plan, the marketing plan, operational plan and financial plan were set up. With the financial plan, the project indicators and evaluation are known. In a general assessment, it’s concluded that the project is viable in all its strategic strands.
Description
Keywords
Chá chinês Cultura empresarial chinesa Benefícios do chá Plano de negócios Alimentação saudável Saúde