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Publicação
Plano de marketing digital para o Hotel Botânico
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Orientador(es)
Resumo(s)
Num mundo cada vez mais digitalizado, onde a presença online impacta diretamente as decisões de compra e a perceção que os consumidores detêm das marcas, a criação e implementação de estratégias digitais eficazes permitem que as mesmas aumentem a sua visibilidade, alcancem novos clientes e reforcem a sua competitividade no mercado.
Este plano de marketing digital visa desenvolver uma estratégia consistente que atenda aos objetivos definidos. A abordagem será estruturada com base nas capacidades da empresa, garantindo uma mensagem consistente em todos os canais de comunicação digital. O Hotel Botânico é um projeto ainda em desenvolvimento da empresa RUN que se situará num edifício histórico da cidade de Aveiro. O objetivo é diferenciar o hotel pela qualidade e conforto dos seus espaços interiores e pela aposta num design sofisticado e exótico.
O presente plano inicia com a análise estratégica do hotel - interna, que inclui a situação atual da empresa e o seu contexto, e externa, que inclui a análise dos concorrentes, consumidores, análise SWOT, missão crítica e o dispositivo STP. Posteriormente, esta análise possibilitou a definição de ações, assim como a sua estratégia de implementação, plano de ação e orçamentação e o controlo.
O projeto propõe uma análise qualitativa com a recolha de dados primários e secundários, realizada através de entrevistas semiestruturadas a um dos sócios fundador da RUN e cinco potenciais clientes do hotel. Os resultados forneceram insights sobre os objetivos da marca, além de identificarem temas e ações que o hotel pode explorar para obter vantagem competitiva.
A elaboração e implementação deste plano é fundamental, uma vez que a empresa não dispõe de recursos humanos especializados em marketing digital. Este plano de marketing digital permitirá à empresa maximizar as suas ações de forma eficiente, otimizando os recursos disponíveis e garantindo que as estratégias adotadas estejam em sintonia com os objetivos e valores do hotel.
In an increasingly digitalized world, where an online presence directly impacts purchasing decisions and consumers' perception of brands, the creation and implementation of effective digital strategies allows companies to enhance their visibility, reach new customers, and strengthen their competitiveness in the market. This digital marketing plan aims to create visibility and awareness for Hotel Botânico and develop a digital strategy that aligns with the defined objectives for the brand. The approach will be structured based on the company’s available resources, ensuring a consistent message across all digital communication channels. Hotel Botânico is a hotel still under development by the company RUN, which will be located in a historic building in the city of Aveiro. The goal is to differentiate the hotel by the quality and comfort of its interior spaces and by focusing on sophisticated and exotic interior design. The digital marketing plan begins with the strategic analysis of the hotel — the internal analysis, which includes the company's current situation and context, and the external analysis, which includes competitor and consumer analysis, a SWOT analysis, critical mission, and the STP framework. Subsequently, this analysis enabled the definition of actions, as well as their implementation strategy, action plan, budgeting, and control mechanisms. The project proposes a qualitative analysis based on the collection of primary and secondary data through semi-structured interviews with one of the founding partners of RUN and five potential customers of Hotel Botânico. The results provided insights into the brand's objectives, while also identifying themes and actions the hotel can explore to gain a competitive advantage. Finally, the development and implementation of this plan is crucial, as the company has limited human resources specialized in digital marketing. A well-structured digital marketing plan will allow the company to maximize its actions efficiently, optimize available resources, and ensure that the strategies adopted are aligned with the hotel's objectives and values.
In an increasingly digitalized world, where an online presence directly impacts purchasing decisions and consumers' perception of brands, the creation and implementation of effective digital strategies allows companies to enhance their visibility, reach new customers, and strengthen their competitiveness in the market. This digital marketing plan aims to create visibility and awareness for Hotel Botânico and develop a digital strategy that aligns with the defined objectives for the brand. The approach will be structured based on the company’s available resources, ensuring a consistent message across all digital communication channels. Hotel Botânico is a hotel still under development by the company RUN, which will be located in a historic building in the city of Aveiro. The goal is to differentiate the hotel by the quality and comfort of its interior spaces and by focusing on sophisticated and exotic interior design. The digital marketing plan begins with the strategic analysis of the hotel — the internal analysis, which includes the company's current situation and context, and the external analysis, which includes competitor and consumer analysis, a SWOT analysis, critical mission, and the STP framework. Subsequently, this analysis enabled the definition of actions, as well as their implementation strategy, action plan, budgeting, and control mechanisms. The project proposes a qualitative analysis based on the collection of primary and secondary data through semi-structured interviews with one of the founding partners of RUN and five potential customers of Hotel Botânico. The results provided insights into the brand's objectives, while also identifying themes and actions the hotel can explore to gain a competitive advantage. Finally, the development and implementation of this plan is crucial, as the company has limited human resources specialized in digital marketing. A well-structured digital marketing plan will allow the company to maximize its actions efficiently, optimize available resources, and ensure that the strategies adopted are aligned with the hotel's objectives and values.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Plano de Marketing Digital Setor hoteleiro Estratégias digitais Digital Marketing Plan Hospitality Sector Digital Strategies
Contexto Educativo
Citação
Campos, Inês Portugal da Cunha Pereira (2024). “Plano de marketing digital para o Hotel Botânico”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão