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Plano de marketing para o centro de línguas 7 SMILES
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O presente trabalho tem como objetivo elaborar um plano de marketing para o Centro de Línguas 7 SMILES. O foco deste plano é o desenvolvimento de um conjunto de estratégias que permitam o crescimento da marca, através de maior notoriedade e do aumento do volume de vendas. O Centro de Línguas 7 SMILES é uma instituição de educação, ensino e formação em línguas de intercâmbio internacional e tem como objeto social a prestação de serviço na área da educação. O mercado do ensino de línguas na cidade de Luanda é muito competitivo e para reforçar a sua diferenciação perante à concorrência é apresentado o plano de marketing a 1 ano, a ser implementado no ano de 2025. Este é o primeiro Plano de Marketing formal alguma vez feito para a empresa 7 SMILES.
A action research foi a metodologia de investigação privilegiada neste trabalho. Recolheram-se dados primários através de entrevistas semiestruturadas feitas aos membros da equipa de gestão, aos clientes e aos clientes da concorrência. Com base na análise das entrevistas, foi possível apurar que os clientes estão globalmente satisfeitos com a 7 SMILES e tomaram conhecimento da existência do Centro de Línguas 7 SMILES por via dos seus amigos e familiares, ou seja, por via do word of mouth (WOM). Independentemente de possuir vários cursos na sua carteira de serviços, o curso de inglês é o mais procurado.
O Plano de Marketing termina com recomendações à gestão, onde se destacam: a forte aposta em comunicação através da rádio, tv e jornais locais; campanhas promocionais segmentadas; aposta em ofertas inovadoras, como o curso de ―inglês de imersão‖; e, aposta num serviço de excelência para potenciar o word-of-mouth positivo.
A falta de financiadores é o maior desafio identificado para atingir os objetivos de marketing do presente plano.
The aim of this work is to develop a marketing plan for the 7 SMILES Language Center. The focus of this plan is the development of a set of strategies that allow the brand to grow, through greater notoriety and increased sales volume. The 7 SMILES Language Center is an institution of education, teaching and training in languages for international exchange and its corporate purpose is to provide services in the area of education. The language teaching market in the city of Luanda is very competitive and to reinforce its differentiation from the competition, a 1-year marketing plan is presented, to be implemented in 2025. This is the first formal Marketing Plan ever made for the company 7 SMILES. Action research was the preferred research methodology in this work. Primary data was collected through semi-structured interviews carried out with members of the management team, customers and competitors' customers. Based on the analysis of the interviews, it was possible to determine that customers are globally satisfied with 7 SMILES and became aware of the existence of the 7 SMILES Language Center through their friends and family, that is, through word of mouth (WOM) . Regardless of having several courses in your service portfolio, the English course is the most sought after. The Marketing Plan ends with recommendations to management, which include: a strong focus on communication through radio, TV and local newspapers; segmented promotional campaigns; invests in innovative offers, such as the ―immersion English‖ course; and, invest in excellent service to enhance positive word-of-mouth. The lack of financiers is the biggest challenge identified in achieving the marketing objectives of this plan.
The aim of this work is to develop a marketing plan for the 7 SMILES Language Center. The focus of this plan is the development of a set of strategies that allow the brand to grow, through greater notoriety and increased sales volume. The 7 SMILES Language Center is an institution of education, teaching and training in languages for international exchange and its corporate purpose is to provide services in the area of education. The language teaching market in the city of Luanda is very competitive and to reinforce its differentiation from the competition, a 1-year marketing plan is presented, to be implemented in 2025. This is the first formal Marketing Plan ever made for the company 7 SMILES. Action research was the preferred research methodology in this work. Primary data was collected through semi-structured interviews carried out with members of the management team, customers and competitors' customers. Based on the analysis of the interviews, it was possible to determine that customers are globally satisfied with 7 SMILES and became aware of the existence of the 7 SMILES Language Center through their friends and family, that is, through word of mouth (WOM) . Regardless of having several courses in your service portfolio, the English course is the most sought after. The Marketing Plan ends with recommendations to management, which include: a strong focus on communication through radio, TV and local newspapers; segmented promotional campaigns; invests in innovative offers, such as the ―immersion English‖ course; and, invest in excellent service to enhance positive word-of-mouth. The lack of financiers is the biggest challenge identified in achieving the marketing objectives of this plan.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
marketing de serviços plano de marketing 7 SMILES qualidade services marketing marketing plan 7 SMILES quality
Contexto Educativo
Citação
Agostinho, Henda António Sangabi (2024). “Plano de marketing para o centro de línguas 7 SMILES”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão