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Abstract(s)
A investigação que se segue tem como tema O Processo de Planeamento Estratégico, o
caso da Quinta da Regadinha – Eventos. O objetivo principal consiste em desenvolver
um plano estratégico para um novo produto, através do estudo da viabilidade económica
e sustentabilidade financeira que suporte a criação da Quinta da Regadinha – Eventos,
dedicada à organização e gestão de eventos em Espaço Rural para a zona geográfica de
Cabeceiras de Basto. O uso deste tipo de empreendimento é cada vez mais uma aposta
por parte dos consumidores, que vão em busca de excelência, prestígio e exclusividade.
A metodologia selecionada para o desenvolvimento deste estudo seguiu o design
descritivo, com recurso ao inquérito por questionário, com uma amostra não
probabilística por conveniência direcionada ao potencial consumidor final. Foram ainda
desenvolvidas entrevistas em profundidade com uma amostra não probabilística por
julgamento, direcionada a profissionais/proprietários de empreendimentos semelhantes
ao da Quinta da Regadinha – Eventos (QR).
A presente investigação desenvolve assim o plano estratégico da Quinta da Regadinha –
Eventos, com a elaboração de diferentes análises nomeadamente a análise externa, análise
da procura, análise da concorrência através da aplicação do modelo das 5 Forças de Porter
e análise SWOT. Definem-se os objetivos da QR a atingir, a estratégia delineada para a
sua inserção no mercado, segmentação, posicionamento e as políticas de marketing – mix.
O plano estratégico da QR conta ainda com o levamento dos orçamentos da estimativa de
investimento, bem como as estimativas de custos mensais, anuais, fixos, variáveis e por
cada tipo de serviço sugerido pela QR. Por fim é apresentada a análise do projeto de
investimento, tendo sido calculado o ponto-morto, o VAL e PBP e a TIR.
This research has as its theme the Strategic Planning Process, the case of Quinta da Regadinha – Eventos. The main goal is to develop a strategic plan for a new product, through the study of the economic viability and financial sustainability that supports the creation of Quinta da Regadinha – Eventos, dedicated to the organization and management of events in Rural Areas on the geographical location of Cabeceiras de Basto. The use of this type of enterprise is increasingly sought after by consumers, who seek excellence, prestige, and exclusivity. The methodology selected for the development of this study followed a descriptive design, using a questionnaire survey with a non-probabilistic sample for convenience, aimed at the potential final consumer. In-depth interviews were also developed with a non-probabilistic sample by judgment, directed at professionals and owners of businesses similar to Quinta da Regadinha – Eventos. The present investigation develops the strategic plan of Quinta da Regadinha – Eventos, with the elaboration of different analyzes, namely external analysis, demand analysis and competition analysis through the application of the Porter’s 5 Forces’ model and SWOT analysis. QR objectives to achieve are also defined, the strategy outlined for its insertion in the market, the segmentation, the positioning, and marketing – mix policies. QR strategic plan also includes the gathering of information of the investment estimate budgets, as well as monthly, annual, fixed and variable cost for each type of service proposed by the QR. Finally, the analysis of the investment project is presented, having calculated the break-even point, the net annual value, the payback period and the internal rate of profitability.
This research has as its theme the Strategic Planning Process, the case of Quinta da Regadinha – Eventos. The main goal is to develop a strategic plan for a new product, through the study of the economic viability and financial sustainability that supports the creation of Quinta da Regadinha – Eventos, dedicated to the organization and management of events in Rural Areas on the geographical location of Cabeceiras de Basto. The use of this type of enterprise is increasingly sought after by consumers, who seek excellence, prestige, and exclusivity. The methodology selected for the development of this study followed a descriptive design, using a questionnaire survey with a non-probabilistic sample for convenience, aimed at the potential final consumer. In-depth interviews were also developed with a non-probabilistic sample by judgment, directed at professionals and owners of businesses similar to Quinta da Regadinha – Eventos. The present investigation develops the strategic plan of Quinta da Regadinha – Eventos, with the elaboration of different analyzes, namely external analysis, demand analysis and competition analysis through the application of the Porter’s 5 Forces’ model and SWOT analysis. QR objectives to achieve are also defined, the strategy outlined for its insertion in the market, the segmentation, the positioning, and marketing – mix policies. QR strategic plan also includes the gathering of information of the investment estimate budgets, as well as monthly, annual, fixed and variable cost for each type of service proposed by the QR. Finally, the analysis of the investment project is presented, having calculated the break-even point, the net annual value, the payback period and the internal rate of profitability.
Description
Keywords
Planeamento estratégico Espaço rural Eventos Modelos de gestão Strategic planning Rural area Events Management models