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Plano de marketing para a empresa Beatroot
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Com o presente projeto pretende-se desenvolver o primeiro plano de marketing para a Beatroot - empresa criada no segundo semestre de 2018 que está a desenvolver uma marca, com o mesmo nome da empresa, de produtos vegan ultracongelados em Portugal. Tendo em consideração que a empresa está em início de atividade, a sua principal preocupação é, neste momento, conhecer os seus potenciais consumidores e os seus comportamentos de compra.
O trabalho terá um carácter exploratório e seguirá uma abordagem dedutiva. A escolha do método será a de métodos mistos: a primeira fase consistirá num estudo exploratório qualitativo onde se pretende, através da realização de dois focusgroupe de duas entrevistas em profundidade, a compreensão do comportamento do consumidor e quais as suas motivações e hábitos alimentares; a segunda fase será composta por um estudo quantitativo, através da realização de questionários online com o suporte da plataforma Qualtrics, onde se pretende consolidar os conceitos testados da análise qualitativa.
Espera-se alcançar com este projeto contribuições relevantes para a Beatroot, nomeadamente a delineação de uma estratégia adequada ao público-alvo definido, bem como a identificação dos aspetos motivacionais que levam à compra. É também expectável que com este trabalho, se contribua cientificamente para a área nomeada, bem como para outras empresas emergentes semelhantes à Beatroot.
The purpose of this project is to develop the first marketing plan for Beatroot, which was created in the second half of 2018. This company is developing a brand, with the same name, of deep-frozen vegan products in Portugal. Considering that the company is in its early stages, its main concern at the moment is to understand who are its potential consumers as well as their buying behaviors. This work will be exploratory and will follow a deductive approach. The choice of method will be that of mixed methods: the first phase will consist of a qualitative exploratory study where, through the realization of two focus groups and two in-depth interviews, the understanding of consumer behavior and its motivations and eating habits will be achieved; the second will be composed of a quantitative study, through online questionnaires with the support of the platform Qualtrics, for the consolidation of the tested concepts of qualitative analysis. This project is expected to have relevant insights for Beatroot, notably the delineation of an appropriate strategy to the defined target audience, as well as identifying the motivational drivers that may lead to the purchase. It is also expected that this work will contribute scientifically to the named area, as well as to other emerging and similar companies.
The purpose of this project is to develop the first marketing plan for Beatroot, which was created in the second half of 2018. This company is developing a brand, with the same name, of deep-frozen vegan products in Portugal. Considering that the company is in its early stages, its main concern at the moment is to understand who are its potential consumers as well as their buying behaviors. This work will be exploratory and will follow a deductive approach. The choice of method will be that of mixed methods: the first phase will consist of a qualitative exploratory study where, through the realization of two focus groups and two in-depth interviews, the understanding of consumer behavior and its motivations and eating habits will be achieved; the second will be composed of a quantitative study, through online questionnaires with the support of the platform Qualtrics, for the consolidation of the tested concepts of qualitative analysis. This project is expected to have relevant insights for Beatroot, notably the delineation of an appropriate strategy to the defined target audience, as well as identifying the motivational drivers that may lead to the purchase. It is also expected that this work will contribute scientifically to the named area, as well as to other emerging and similar companies.
Descrição
Mestrado em Marketing
Palavras-chave
Plano de marketing comportamento do consumidor motivação de compra vegetarianismo restauração Marketing plan consumer behavior buying motivation vegetarianism restoration
Contexto Educativo
Citação
Guerreiro, João Manuel Frias (2019). "Plano de marketing para a empresa Beatroot". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão