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Advisor(s)
Abstract(s)
Ao contrário do que se possa pensar, a análise e monitorização estratégica de mercado constitui um dos pilares mais importantes para a formulação e implementação de estratégias de sucesso. A rápida evolução do mercado, a intensificação da competitividade entre as empresas e as mudanças do comportamento dos consumidores levaram a que a análise estratégica de mercado passasse a ser mais do que uma fase do processo da gestão, marketing e branding, tornando-se uma fonte privilegiada de oportunidades e know-how. O estágio realizado na mm+a branding vem contribuir para o aperfeiçoamento das práticas desenvolvidas no âmbito da análise e monitorização estratégica de mercado. O resultado deste trabalho culmina num estudo de caso que permite o desenvolvimento de métodos e ferramentas de análise e aplicação de um modelo de análise - 1’Strategic Analysis Model (1’SAM) – que constitui uma ferramenta estratégica com reais contributos para a eficácia das estratégias de branding. Este modelo pode não só acrescentar valor aos futuros projetos de branding da mm+a branding, como também maximizar o valor entregue aos seus clientes.
Contrary to what one might think, strategic market analysis and monitoring is one of the most important aspects for the formulation and implementation of a successful strategy. The rapid evolution of the market, the intensification in competition between firms and the changes in consumer behviour are major challenges that can be primary sources of opportunities and know-how. The training done at mm+a branding aims to contribute to the improvement of the process of strategic market analysis and monitoring implemented by the company. The result of the work developed during the internship culminates in a case study that enabled the development of a sound methodology for strategic market analysis – 1’Strategic Analysis Model (1’SAM) – a strategic tool with real contributions to the effectiveness of brand management. This model not only adds value to the future branding projects of MM+A Branding, but also maximizes the value delivered to its customers.
Contrary to what one might think, strategic market analysis and monitoring is one of the most important aspects for the formulation and implementation of a successful strategy. The rapid evolution of the market, the intensification in competition between firms and the changes in consumer behviour are major challenges that can be primary sources of opportunities and know-how. The training done at mm+a branding aims to contribute to the improvement of the process of strategic market analysis and monitoring implemented by the company. The result of the work developed during the internship culminates in a case study that enabled the development of a sound methodology for strategic market analysis – 1’Strategic Analysis Model (1’SAM) – a strategic tool with real contributions to the effectiveness of brand management. This model not only adds value to the future branding projects of MM+A Branding, but also maximizes the value delivered to its customers.
Description
Keywords
Análise e Monitorização Estratégica de Mercado Strategic market analysis and monitoring MM+A Branding 1’strategic analysis model (1’SAM)