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Advisor(s)
Abstract(s)
O principal objetivo deste trabalho final de mestrado passou por elaborar um plano estratégico para a marca Squadra, especializada em consultoria de gestão de marketing. Mais concretamente, pretendia-se analisar o posicionamento da marca no mercado e a adequação dos seus serviços, de forma a formular sugestões futuras para aumentar as vendas e o número de clientes.
Deste modo, para estudar o posicionamento, proposta de valor e relevância da oferta da marca, foi realizada uma pesquisa qualitativa junto de diferentes públicos, nomeadamente clientes atuais, clientes potenciais, associados e parceiros, com o objetivo de conhecer a sua perceção sobre o posicionamento da marca, de forma a definir caminhos futuros a seguir.
Assim, a pesquisa mostrou que os pontos fortes da Squadra são a proximidade estabelecida com os clientes, integrar-se na realidade das empresas, a sua componente estratégica, prática e operacional e a especialização em marketing. Para além disso, foi salientada a relevância da aliança com os seus Business Partners e o seu potencial para aumentar o número de novos clientes. Por fim, relativamente a pontos a melhorar, foi sugerida a implementação de um modelo de remuneração mais flexível, diversificar e aumentar do alcance da comunicação, estabelecer novos contactos, e dar mais a conhecer os seus projetos e casos de sucesso.
The main objective of this final master thesis was to elaborate a strategic plan for the brand Squadra, specialized in marketing management consulting. In particular, the purpose was to analyze the positioning of the brand in the market and the adequacy of its services, in order to formulate suggestions to increase sales and the number of clients. Therefore, in order to study the positioning, value proposition and relevance of the brand’s offer, a qualitative research was carried out among different audiences, current and potential clients, associates and partners, in order to know their perception about brand positioning and to define future paths. The research has shown that Squadra’s strengths are the close relationship with clients, the integration in their reality, its strategic, practical and operational component and its marketing expertise. In addition, the relevance of the alliance with its business partners and their potential to increase the number of new clients was highlighted. Finally, it was suggested that Squadra should implement a more flexible remuneration model, diversify and increase the reach of its communication, establish contacts with new clients, and give more information about their projects and successes.
The main objective of this final master thesis was to elaborate a strategic plan for the brand Squadra, specialized in marketing management consulting. In particular, the purpose was to analyze the positioning of the brand in the market and the adequacy of its services, in order to formulate suggestions to increase sales and the number of clients. Therefore, in order to study the positioning, value proposition and relevance of the brand’s offer, a qualitative research was carried out among different audiences, current and potential clients, associates and partners, in order to know their perception about brand positioning and to define future paths. The research has shown that Squadra’s strengths are the close relationship with clients, the integration in their reality, its strategic, practical and operational component and its marketing expertise. In addition, the relevance of the alliance with its business partners and their potential to increase the number of new clients was highlighted. Finally, it was suggested that Squadra should implement a more flexible remuneration model, diversify and increase the reach of its communication, establish contacts with new clients, and give more information about their projects and successes.
Description
Keywords
Plano de marketing estratégico Posicionamento Marca Pesquisa qualitativa Strategic marketing plan Positioning Brand Qualitative research