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Advisor(s)
Abstract(s)
Este trabalho pretendeu dar resposta ao desafio lançado pela Associação Nacional dos Industriais de Conservas de Peixe (ANICP), concretamente, a elaboração de um Plano de marketing para a indústria de conservas de peixe. Este desafio foi respondido no contexto de estágio, que teve uma duração de seis meses e que foi realizado em formato de teletrabalho. De forma a dar resposta ao desafio, o projeto foi realizado com base nas seguintes etapas: primeiro iniciámos por fazer uma revisão de literatura sobre o plano de marketing enquanto ferramenta, quais as partes que o compõe e as formas de o colocar em prática; seguido da caracterização da entidade acolhedora do estágio e, por fim, a elaboração do plano. No âmbito da elaboração do plano de marketing e com o objetivo de reforçar o diagnóstico de mercado, foram realizados dois estudos qualitativos. O primeiro tratou-se de entrevistas a três empresas conserveiras, associadas à ANICP: Ramirez, Santa Catarina e Conservas Portugal Norte, nas quais se avaliou a visibilidade da campanha anterior da ANICP, os desafios da indústria, a perceção que os associados têm da associação e quais os conselhos para o futuro da indústria; o segundo estudo foram dois Focus Groups compostos por consumidores finais, nos quais se analisou a perceção dos consumidores em relação às marcas portuguesas de conservas de peixe, assim como os seus hábitos de compra e, novamente, a visibilidade da campanha anterior. O propósito do estudo é avaliar o que foi feito até agora, perceber o que foi bem feito e o que deverá ser eliminado ou melhorado e perceber o que pode ser feito, consoante o que resultou e o que tem capacidade para resultar.
This work aimed to respond to the challenge launched by the National Association of Canned Fish Industry (ANICP), specifically, the elaboration of a marketing plan for the canned fish industry. This challenge was answered in the context of an internship, which lasted six months and was carried out in a telework format. To respond to the challenge, the project was carried out based on the following steps: first, we started by reviewing the literature on the marketing plan as a tool, which parts make it up and the ways to put it into practice; followed by the characterization of the host entity of the internship and, finally, the elaboration of the plan. As part of the preparation of the marketing plan and with the aim of reinforcing the market diagnosis, two qualitative studies were carried out. The first involved interviews with three canning companies associated with ANICP: Ramirez, Santa Catarina and Conservas Portugal Norte, in which the visibility of the previous ANICP campaign, the challenges of the industry, the perception that the members have of the association were evaluated. and what advice for the future of the industry; the second study involved two Focus Groups composed of end consumers, in which consumers' perception of Portuguese canned fish brands was analyzed, as well as their buying habits and, again, the visibility of the previous campaign. The purpose of the study is to evaluate what has been done so far, to understand what has been done well and what should be eliminated or improved, and to understand what can be done, depending on what has worked and what has the capacity to work.
This work aimed to respond to the challenge launched by the National Association of Canned Fish Industry (ANICP), specifically, the elaboration of a marketing plan for the canned fish industry. This challenge was answered in the context of an internship, which lasted six months and was carried out in a telework format. To respond to the challenge, the project was carried out based on the following steps: first, we started by reviewing the literature on the marketing plan as a tool, which parts make it up and the ways to put it into practice; followed by the characterization of the host entity of the internship and, finally, the elaboration of the plan. As part of the preparation of the marketing plan and with the aim of reinforcing the market diagnosis, two qualitative studies were carried out. The first involved interviews with three canning companies associated with ANICP: Ramirez, Santa Catarina and Conservas Portugal Norte, in which the visibility of the previous ANICP campaign, the challenges of the industry, the perception that the members have of the association were evaluated. and what advice for the future of the industry; the second study involved two Focus Groups composed of end consumers, in which consumers' perception of Portuguese canned fish brands was analyzed, as well as their buying habits and, again, the visibility of the previous campaign. The purpose of the study is to evaluate what has been done so far, to understand what has been done well and what should be eliminated or improved, and to understand what can be done, depending on what has worked and what has the capacity to work.
Description
Keywords
Conservas de peixe Plano de marketing Campanha de marketing Redes sociais Comportamento do Consumidor Canned fish Marketing plan Marketing campaign Social networks Consumer behavior