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Abstract(s)
O trabalho realizado decorre de um estágio levado a cabo na entidade IAPMEI, I.P., no qual uma das tarefas desempenhadas foi a elaboração de um Plano de Marketing (PM) para uma Pequena e Média Empresa portuguesa (PME), Nunex Worldwide.
O presente estudo focou-se na marca própria (Nunex) desta empresa, com foco no aumento da notoriedade da marca no mercado nacional e do volume de negócios em 10% até ao final de 2021. A atividade da empresa centra-se na produção de produtos de higiene pessoal à base de papel.
A elaboração do PM baseou-se na metodologia de investigação-ação e no modelo de plano concebido por McDonald e Wilson (2011). Para a recolha dos dados primários aplicaram-se 2 questionários através do Facebook com o objetivo principal de compreender qual a notoriedade das marcas percecionada pelos inquiridos. Foram ainda realizadas entrevistas aos quadros da empresa de modo a obter informação essencial para a caraterização da organização. Os dados secundários permitiram proceder à análise interna da empresa e também da sua envolvente. A conjugação da informação obtida permitiu estabelecer as estratégias e táticas de marketing de modo a se atingir os objetivos propostos.
O desenvolvimento deste PM permite concluir que a marca Nunex deve apostar em novas estratégias de marketing, com enfoque no marketing relacional, e comunicação, aumentando assim a sua notoriedade, com vista a impor-se no mercado português, através de uma imagem de marca associada à qualidade e ao fabrico nacional.
The work carried out stems from an internship carried out in the entity IAPMEI, I.P., in which one of the tasks performed was the elaboration of a Marketing Plan (MP) for a Portuguese Small and Medium Company (SME), Nunex Worldwide. The present study focused on the company's own brand (Nunex), focusing on increasing brand awareness in the domestic market and increasing its turnover by 10% by the end of 2021. The company's activity focuses on the production of paper-based hygiene products. The elaboration of the MP was based on the methodology of action-research and was designed according to McDonald and Wilson’s model (2011). The collection of primary data was based on 2 questionnaires shared on Facebook being the main objective the acknowledge of what was the brand awareness that Nunex enjoyed with the respondents. Also, interviews were conducted with Nunex’s staff in order to obtain essential information for a characterization of the organization. The collected secondary data allowed to make an internal analysis of the company and its environment. The combination of information that was obtained enabled the establishment of marketing tactics and strategies to achieve the proposed objectives. The development of this MP allowed to conclude that Nunex should engage in new marketing strategies, with a focus on relational marketing and communication, to bolster its notoriety on the Portuguese market, through a brand image associated with quality and national manufacture.
The work carried out stems from an internship carried out in the entity IAPMEI, I.P., in which one of the tasks performed was the elaboration of a Marketing Plan (MP) for a Portuguese Small and Medium Company (SME), Nunex Worldwide. The present study focused on the company's own brand (Nunex), focusing on increasing brand awareness in the domestic market and increasing its turnover by 10% by the end of 2021. The company's activity focuses on the production of paper-based hygiene products. The elaboration of the MP was based on the methodology of action-research and was designed according to McDonald and Wilson’s model (2011). The collection of primary data was based on 2 questionnaires shared on Facebook being the main objective the acknowledge of what was the brand awareness that Nunex enjoyed with the respondents. Also, interviews were conducted with Nunex’s staff in order to obtain essential information for a characterization of the organization. The collected secondary data allowed to make an internal analysis of the company and its environment. The combination of information that was obtained enabled the establishment of marketing tactics and strategies to achieve the proposed objectives. The development of this MP allowed to conclude that Nunex should engage in new marketing strategies, with a focus on relational marketing and communication, to bolster its notoriety on the Portuguese market, through a brand image associated with quality and national manufacture.
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Keywords
Marketing Plano de marketing Marca Marketing relacional PME Marketing plan Brand management Relationship marketing SME