U.dream goes to market - an evaluation of crescer com consciência and analysis of the internal and external environments affecting its strategic pPosition

Abstract

U.Dream is a social enterprise targeted at developing social leadership skills. It recently launched U.Purpose (service) and Crescer com Consciência (product) aiming to ensure future financial sustainability. However, these were launched without conducting a market research and clear guiding strategy. The focus of this project is to assess the attractiveness of the CSR and children’s book markets and U.Dream’s current strategy, providing a strategic revision. An in-depth analysis concluded that, in order to face the stagnant book market conditions and the fierce competition, the way for the Crescer com Consciência initiative to prosper is through differentiation and effective communicatio