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Advisor(s)
Abstract(s)
O presente trabalho foi realizado no âmbito do Trabalho Final de Mestrado
em Marketing da Universidade Católica Portuguesa do Porto, tendo sido
realizado em contexto organizacional.
Este trabalho pretende caracterizar e desenvolver um plano de marketing
para a empresa Beesweet, local onde foi desenvolvido um estágio de seis meses
na área de marketing.
Este trabalho tem como objetivo definir a estratégia de marketing da empresa
para o ano de 2019 com o fim de aumentar a captação de novos clientes e a
fidelização dos clientes já existentes.
Para a elaboração deste estudo foi adotada uma metodologia de investigaçãoação,
sendo que a recolha de dados sucede observações realizadas no ambiente
empresarial, entrevistas informais aos seus colaboradores e um inquérito aos
clientes B2B da Beesweet.
Este plano inclui ainda um conjunto de ações de marketing a serem
desenvolvidas no decorrer do ano 2019, nomeadamente passatempos a decorrer
nas redes sociais da Beesweet, um evento de celebração do aniversário da
Beesweet, a proposta de abertura de uma loja temporária na altura do Natal e
ainda a sugestão de doar parte das receitas da loja online a instituições de caridade,
também na altura do Natal.
This work was carried out in the scope of the Master’s Final Assignment in Marketing of the Universidade Católica Portuguesa do Porto and was carried out in an organizational context. This work intends to characterize and develop a marketing plan for the company Beesweet, where a six-month internship in the marketing areas was developed. This work aims to define the company’s marketing strategy for the year 2019 with the purpose of increasing the capture of new customers and the loyalty of existing customers. For the preparation of this study, an action-research methodology was adopted, and data collection followed observations made in the business environment, informal interviews with its collaborators and a survey to the Beesweet’s BB clients. This plan also includes a set of marketing actions to be developed during the year 2019, including contests in Beesweet’s social networks, an event to celebrate Beesweet’s anniversary, the proposal to open a temporary store at Christmas and the suggestion to donate part of the online store’s revenue to charities, also at Christmas.
This work was carried out in the scope of the Master’s Final Assignment in Marketing of the Universidade Católica Portuguesa do Porto and was carried out in an organizational context. This work intends to characterize and develop a marketing plan for the company Beesweet, where a six-month internship in the marketing areas was developed. This work aims to define the company’s marketing strategy for the year 2019 with the purpose of increasing the capture of new customers and the loyalty of existing customers. For the preparation of this study, an action-research methodology was adopted, and data collection followed observations made in the business environment, informal interviews with its collaborators and a survey to the Beesweet’s BB clients. This plan also includes a set of marketing actions to be developed during the year 2019, including contests in Beesweet’s social networks, an event to celebrate Beesweet’s anniversary, the proposal to open a temporary store at Christmas and the suggestion to donate part of the online store’s revenue to charities, also at Christmas.
Description
Keywords
Plano de marketing Consumidor gourmet Investigação-ação Marketing plan Gourmet consumer Action-research