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Plano de marketing para o clube WePadel
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Resumo(s)
O presente Trabalho Final de Mestrado consiste na elaboração de um plano de marketing para o Clube WePadel, a iniciar em janeiro de 2018.
Com as oportunidades de mercado existentes, fruto da expansão da modalidade do padel a nível nacional, torna-se imperativo que o potencial de crescimento da empresa em estudo seja sustentado eficazmente por um plano de marketing. O objetivo primordial deste projeto é o de propor as ações de marketing que permitam a atração de novos clientes bem como de manter os já existentes. De modo a alcançar este objetivo, procedeu-se a um diagnóstico à situação atual da empresa, com enfoque na aferição da qualidade dos serviços prestados pela mesma, à determinação dos objetivos e estratégias de marketing e à elaboração das táticas de marketing-mix adequadas.
A metodologia deste projeto seguiu uma abordagem mista e a estratégia de investigação adotada foi a action research. De modo a obter a informação necessária para a elaboração do estudo procedeu-se à observação participante, à recolha de dados primários e secundários, à realização de entrevistas semiestruturadas e de um inquérito por questionário, com base no instrumento QUESC, proposto por Kim e Kim (1995). Os resultados obtidos através do questionário aplicado podem traduzir-se em níveis médios de qualidade dos serviços, prestados pela empresa WePadel.
Por fim, com o intuito de alcançar os objetivos propostos e tendo por base o diagnóstico efetuado à situação atual da empresa em estudo, foram definidas as táticas de marketing-mix para o período de janeiro a dezembro de 2018.
This project consists in developing a marketing plan for a company named WePadel for the year 2018. Considering the existing marketing opportunities, due to the national expansion of padel, it becomes relevant that the company's growth potential be effectively supported by a marketing plan. Thus, the main goal of this project is to propose the marketing actions that could lead to a larger attraction of customers as well as to maintain the existing ones. To achieve this main goal, a diagnosis of the company's business, focusing on measuring the services quality provided by the same was carried on, as well as setting the generic marketing strategies and goals and developing the appropriated marketing-mix tactics for the company. The methodology adopted in this project consisted on a mixed-method approach and action research was the adopted research strategy. In order to obtain the required information, participant observation, semi-structured interviews and an online questionnaire, based on the QUESC instrument proposed by Kim e Kim (1995) were carried on. The results of the questionnaire showed medium levels of services quality, provided by the company. Finally, in a way of achieving the purposed goals and based on the company's business diagnosis, marketing tactics were set for the period of January to December of the year of 2018.
This project consists in developing a marketing plan for a company named WePadel for the year 2018. Considering the existing marketing opportunities, due to the national expansion of padel, it becomes relevant that the company's growth potential be effectively supported by a marketing plan. Thus, the main goal of this project is to propose the marketing actions that could lead to a larger attraction of customers as well as to maintain the existing ones. To achieve this main goal, a diagnosis of the company's business, focusing on measuring the services quality provided by the same was carried on, as well as setting the generic marketing strategies and goals and developing the appropriated marketing-mix tactics for the company. The methodology adopted in this project consisted on a mixed-method approach and action research was the adopted research strategy. In order to obtain the required information, participant observation, semi-structured interviews and an online questionnaire, based on the QUESC instrument proposed by Kim e Kim (1995) were carried on. The results of the questionnaire showed medium levels of services quality, provided by the company. Finally, in a way of achieving the purposed goals and based on the company's business diagnosis, marketing tactics were set for the period of January to December of the year of 2018.
Descrição
Mestrado em Marketing
Palavras-chave
Planeamento de Marketing Serviços Marketing Desportivo Qualidade dos Serviços QUESC Padel Marketing-mix de Serviços Marketing Planning Services Sports Marketing Service Quality Service Marketing-mix
Contexto Educativo
Citação
Caleiras, José Miguel Biscaia (2017). "Plano de marketing para o clube WePadel". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão