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Advisor(s)
Abstract(s)
O conhecimento das forças concorrenciais do setor em que uma empresa se
encontra e dos comportamentos e expectativas dos consumidores são extremamente
importantes para o sucesso de qualquer prestador de serviço. Ao ser compreender estes
fatores, todo o processo de angariação de novos clientes para serviço poderá ser feito de
forma mais eficaz e eficiente.
Neste Trabalho Final de Mestrado utilizei como base a experiência e
informações recolhidas ao longo do meu estágio na Schmitt Elevadores Lda para
desenvolver as várias etapas da campanha de angariação de novos clientes da qual fiz
parte. Além disso, através de um pequeno estudo de mercado efetuado junto de várias
empresas de administração de condomínios, procurei identificar as verdadeiras
preferências dos clientes deste segmento, de forma a contribuir para uma maior eficácia
de campanhas de marketing futuras.
Deste trabalho é possível retirar duas grandes conclusões. A primeira consiste na
necessidade de ter em consideração os recursos humanos disponíveis no planeamento de
novos processos de angariação de novos clientes, sob a pena de obter um sucesso
moderado ou até reduzido. A outra conclusão reside no facto de que, por vezes, aquilo o
que uma empresa considera como vantagem competitiva internamente, pode não ser
reconhecida como tal pelos clientes e, assim sendo, é importante descobrir ou
desenvolver novas forças de diferenciação para singrar no mercado.
The knowledge of the competitive forces of a company’s activity sector and of the expectations and behavior of its consumers are extremely important for any services provider. Understanding the factors will make the whole process of acquiring new customers in a more effective and efficient method. In this final work I based myself in the experience and information obtained during my intern on Schmitt Elevadores Lda to develop the various steps of the campaign to acquire new customers that I participated in. Besides, through a short market study about real estate administration companies, I tried to identify the true competitive advantages of this segment’s clients so that future marketing campaigns can achieve a greater level of effectiveness. From this work it is possible to reach two main conclusions. The first one is the need of analyzing a company’s human resources in the planning steps of new processes for acquiring new customers, in order to avoid low or moderate success. The other conclusion lies in the fact that, sometimes, an organization considers having certain competitive advantages which aren’t perceived or considered as so for the clients. When that happens, it is important to discover or develop new points for differentiation in order to win at the markets.
The knowledge of the competitive forces of a company’s activity sector and of the expectations and behavior of its consumers are extremely important for any services provider. Understanding the factors will make the whole process of acquiring new customers in a more effective and efficient method. In this final work I based myself in the experience and information obtained during my intern on Schmitt Elevadores Lda to develop the various steps of the campaign to acquire new customers that I participated in. Besides, through a short market study about real estate administration companies, I tried to identify the true competitive advantages of this segment’s clients so that future marketing campaigns can achieve a greater level of effectiveness. From this work it is possible to reach two main conclusions. The first one is the need of analyzing a company’s human resources in the planning steps of new processes for acquiring new customers, in order to avoid low or moderate success. The other conclusion lies in the fact that, sometimes, an organization considers having certain competitive advantages which aren’t perceived or considered as so for the clients. When that happens, it is important to discover or develop new points for differentiation in order to win at the markets.
Description
Keywords
Clientes Expectativas Serviço Clients Expectations Service