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Plano de Marketing : Iogurteria do Bairro 2014
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Orientador(es)
Resumo(s)
O presente trabalho de projecto traduz-se na realização de um Plano de Marketing para a Iogurteria do Bairro. Esta empresa foi criada por dois amigos e sócios e foi lançada em Março de 2012 no mercado da restauração, mais propriamente em frozen yogurt. Este Plano de Marketing tem como objectivos aumentar o reconhecimento da marca perante os clientes, fidelizar os clientes existentes e angariar clientes novos e aumentar as vendas e a notoriedade da marca perante os consumidores e o mercado. Para alcançar eficazmente estes objectivos, foram definidas as envolventes internas e externas da empresa, incluindo uma análise da concorrência e dos factores críticos de sucesso da empresa focal. Com a segmentação, definição do mercado-alvo e posicionamento, foi projectada a estratégia de marketing. São aqui apresentados também os objectivos de marketing e financeiros que se pretendem atingir em 2014. Por fim, este plano apresenta o marketing mix actual da empresa e uma proposta de marketing mix para o futuro, ambos foram definidos com base nos 7P?s, ou seja, Produto, Preço, Distribuição, Comunicação, Pessoas, Processos e Evidências Físicas, sendo que a comunicação será fundamental para atingir os objectivos aqui propostos.
The present project work is reflected in the design of a Marketing Plan for Iogurteria do Bairro. This company was started by two friends and associates and was released in March 2012 on the catering market, specifically of frozen yogurt. This Marketing Plan aims to increase brand recognition by customers, to retain existing customers and attract new customers as well as to increase sales brands awareness by consumers and the market. To achieve these objectives effectively, company's internal and external environment were analysed and an analysis of the competition and of the critical success factors of the focal firm were carried out. A Marketing strategy was designed, by segmentation, definition of the target market and positioning. The plan also presents the marketing financial objectives to be reached by 2014. Finally, this report presents the current marketing mix and a proposed marketing mix for the future, being both defined on the basis of the 7P?s: product, price, distribution, communication, people, processes and physical evidence.
The present project work is reflected in the design of a Marketing Plan for Iogurteria do Bairro. This company was started by two friends and associates and was released in March 2012 on the catering market, specifically of frozen yogurt. This Marketing Plan aims to increase brand recognition by customers, to retain existing customers and attract new customers as well as to increase sales brands awareness by consumers and the market. To achieve these objectives effectively, company's internal and external environment were analysed and an analysis of the competition and of the critical success factors of the focal firm were carried out. A Marketing strategy was designed, by segmentation, definition of the target market and positioning. The plan also presents the marketing financial objectives to be reached by 2014. Finally, this report presents the current marketing mix and a proposed marketing mix for the future, being both defined on the basis of the 7P?s: product, price, distribution, communication, people, processes and physical evidence.
Descrição
Mestrado em Marketing
Palavras-chave
Plano de Marketing Marketing Iogurteria do Bairro Frozen Yogurt Marketing Plan dairy products frozen desserts neighborhood shops
Contexto Educativo
Citação
Caupers, Margarida Maria Vargas Firmino e Goes (2013). "Plano de Marketing : Iogurteria do Bairro 2014". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão