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Abstract(s)
O principal objetivo deste estudo foi o desenvolvimento de um plano de marketing para a venda de camiões Volvo em Portugal. O estudo pretende dotar a Auto Sueco Lda. de ferramentas que lhe permitam melhorar a performance no negócio da venda de camiões Volvo em Portugal.
Nesse sentido, o plano começa por fazer uma caracterização detalhada da envolvente externa, bem como elaborar um diagnóstico da situação interna da empresa. Mediante esta análise, são enumerados os pontos que a empresa deve melhorar e aqueles em que deve apostar, mediante a conjuntura externa e as oportunidades do mercado. Numa fase seguinte, são apresentadas as estratégias de marketing e é definido o plano de ação. A última fase diz respeito à alocação de recursos, à forma como vão ser avaliadas as ações e é apresentado um plano de contingência.
A elaboração do plano permitiu concluir que a oferta ao nível do produto, entre as diferentes marcas, é cada vez mais homogénea. Torna-se assim fundamental a criação de serviços que adicionem valor à oferta. No caso de uma marca com um posicionamento premium¸ como é o caso da Volvo, marca representada em Portugal pela Auto Sueco, essa necessidade é ainda maior, visto que existe um diferencial significativo de preço face à maioria dos concorrentes.
A metodologia adotada neste trabalho, tendo em conta a integração entre a componente prática possibilitada pelo estágio e a parte teórica, que consistiu numa aprofundada revisão literária, corresponde ao action research.
The main goal of this study was to develop a marketing plan for the sale of Volvo trucks in Portugal. The study aims to provide Auto Sueco Lda tools that allow improving the performance in the sale of Volvo trucks in Portugal. Therefore, the plan begins with a detailed characterization of the external environment and a diagnosis of the internal situation. This analysis, allows us to identify the points that the company should improve and those that should leverage according the external environment and market opportunities. Following, the marketing strategies are presented and actions plans are defined. The last stage concerns the allocation of resources, the definition of how the actions will be evaluated and the presentation of a contingency plan. The development of this marketing plan, allowed us to conclude that product offerings of the different brands is increasingly homogeneous. Thus, it becomes essential to create services that add value to the offer. In the case of a brand with a premium positioning ¸ such as Volvo, a brand represented in Portugal by Auto Sueco, this need is even greater, since there is a significant price difference in relation to the majority of the brand’s competitors. In this research we adopted the action research methodology, which seems appropriate and allowed to integrate the practical component of the internship and the theoretical research, which consisted of a comprehensive literature review.
The main goal of this study was to develop a marketing plan for the sale of Volvo trucks in Portugal. The study aims to provide Auto Sueco Lda tools that allow improving the performance in the sale of Volvo trucks in Portugal. Therefore, the plan begins with a detailed characterization of the external environment and a diagnosis of the internal situation. This analysis, allows us to identify the points that the company should improve and those that should leverage according the external environment and market opportunities. Following, the marketing strategies are presented and actions plans are defined. The last stage concerns the allocation of resources, the definition of how the actions will be evaluated and the presentation of a contingency plan. The development of this marketing plan, allowed us to conclude that product offerings of the different brands is increasingly homogeneous. Thus, it becomes essential to create services that add value to the offer. In the case of a brand with a premium positioning ¸ such as Volvo, a brand represented in Portugal by Auto Sueco, this need is even greater, since there is a significant price difference in relation to the majority of the brand’s competitors. In this research we adopted the action research methodology, which seems appropriate and allowed to integrate the practical component of the internship and the theoretical research, which consisted of a comprehensive literature review.
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Keywords
Camiões Plano de marketing Volvo Auto Sueco Trucks Marketing plan