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Abstract(s)
O presente Trabalho Final de Mestrado foi elaborado segundo a modalidade de Relatório de Estágio e tinha como objetivo a elaboração de um plano de Marketing para a empresa na qual se desenvolveu o estágio – Triple A – Capital & Finance. Dado tratar-se de uma empresa B2B prestadora de serviços de consultoria e assessoria financeira, era necessário compreender as particularidades do marketing nas empresas desta tipologia.
Para tal, a metodologia adotada foi a action research visto o estudo ter sido desenvolvido no local de ação. Assim, aliou-se a vertente teórica com a componente prática, identificando-se as especificidades das empresas de consultoria ao nível do marketing através da análise da literatura, confirmando-se, posteriormente, se as mesmas se aplicavam num caso concreto, através do desenvolvimento do plano para a Triple A.
Concluiu-se, deste modo, que existe um conjunto de características específicas às consultoras financeiras que condicionam a sua estratégia de marketing. Por outro lado, foi possível compreender quais as estratégias de comunicação mais adequadas considerando essas características particulares.
O trabalho acarreta algumas limitações, sendo a mais significante o facto de o plano de marketing não ter sido implementado durante o período de estágio, não sendo, por isso, possível averiguar a sua validade prática. No entanto, considera-se que o estudo inclui um conjunto de contributos relevantes com implicações para as consultoras financeiras, na medida em que desenvolve um plano de marketing adaptado às circunstâncias particulares destas organizações, e identifica, ainda, as estratégias de comunicação mais apropriadas para as consultoras financeiras.
The following Master Final Assignment was developed with the goal to elaborate a marketing plan for the Triple A – Capital & Finance company. Since the author performed an internship in the company mentioned above, the present work was developed according to the modality of an internship report. Considering that Triple A is a financial advisor and consultant in corporate finance, it was crucial to understand the marketing specificities among this typology of companies in order to identify the most suitable strategies. Therefore, the methodology applied was the action research since the research was performed in the local of action. Having said that, the author has combined theoretical knowledge with a practical approach, which enabled the identification of the most relevant marketing particularities of financial consultancies present in the literature review, and the confirmation of these findings throughout the development of the marketing plan. As a result of this investigation, the author was able to identify a set of particular characteristics of financial consulting firms, as well as the most adequate marketing strategies to be applied in those companies. This work includes a few limitations, being the most significant related with the fact that the marketing plan could not be implemented during the internship, which implies that it was not possible to establish its practical validity. Nevertheless, the author considers that this research has relevant managerial implications, since it develops a thorough marketing plan and identifies the most appropriate communication strategies for consulting firms.
The following Master Final Assignment was developed with the goal to elaborate a marketing plan for the Triple A – Capital & Finance company. Since the author performed an internship in the company mentioned above, the present work was developed according to the modality of an internship report. Considering that Triple A is a financial advisor and consultant in corporate finance, it was crucial to understand the marketing specificities among this typology of companies in order to identify the most suitable strategies. Therefore, the methodology applied was the action research since the research was performed in the local of action. Having said that, the author has combined theoretical knowledge with a practical approach, which enabled the identification of the most relevant marketing particularities of financial consultancies present in the literature review, and the confirmation of these findings throughout the development of the marketing plan. As a result of this investigation, the author was able to identify a set of particular characteristics of financial consulting firms, as well as the most adequate marketing strategies to be applied in those companies. This work includes a few limitations, being the most significant related with the fact that the marketing plan could not be implemented during the internship, which implies that it was not possible to establish its practical validity. Nevertheless, the author considers that this research has relevant managerial implications, since it develops a thorough marketing plan and identifies the most appropriate communication strategies for consulting firms.
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Keywords
Plano de marketing Consultoria financeira Estratégias de marketing Estratégias de comunicação B2B Marketing plan Financial consultancy Marketing strategies Communications strategies