How to implement and develop a new product category in a Portuguese retailer

This Masters’ Dissertation, as part of the Masters’ in Management of Nova School of Business and Economics, was conducted in the form of a Directed Research internship at SONAE MC. The project proposed by Sonae was the development of a new product category of ethnic and international food products. Bearing in mind the goals of the internship, it seemed relevant to develop this Masters’ dissertation as a guide on how to implement and develop a new product category in the Portuguese retailer, supported by a Case-study, being the latter the development and implementation of the category “Cozinhas do Mundo”. The Case-study does not include the implementation in the e-commerce channel because Sonae decided the focus of the project, at this stage, were the offline channels