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Plano de marketing : restaurante "A Choupana"
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Orientador(es)
Resumo(s)
Este trabalho de projeto visa desenvolver um plano de marketing para ?A Choupana?, um restaurante que conta com meio século de história e que se situa no coração de Évora. Os objetivos principais deste plano são: aumentar a visibilidade do restaurante e aumentar as vendas em 25% até ao fim de 2016.
Na elaboração deste projeto utilizou-se como metodologia o action research que permite desenvolver a pesquisa em contacto com a atividade, enquanto esta se desenrola. Recorreu-se ainda à obtenção de dados primários e de dados secundários.
Ao gerente e aos colaboradores foi aplicada uma entrevista semiestruturada, de carácter informal, com o intuito de concluir sobre a prestação do serviço, possíveis pontos de melhoria e ainda perceber as suas opiniões sobre os seus locais de trabalho. Aos clientes foi pedido que respondessem a um questionário direcionado à qualidade do serviço, baseado no modelo SERVQUAL proposto por Parasuraman, Zeithaml & Berry (1988). Destes concluiu-se que a qualidade do serviço estava, bastante bem classificada, e permitiu perceber que os elementos tangíveis do restaurante estão ligeiramente abaixo das expetativas dos clientes.
This project aims to develop a marketing plan for "A Choupana", a restaurant that has half a century of history and is situated in the heart of Évora. The main objectives of this marketing plan are to increase the restaurant's visibility and increase sales by 25% by the end of 2016. In the elaboration of this project was used the action research, methodology that allows to develop research in the direct contact with activity, as it unfolds. The primary data and secondary data were also collected. The manager and employees were engaged in semi-structured informal interview in order to conclude on the provision of the service, possible points of improvement and further opinions about their workplaces. Customers were asked to respond to a questionnaire directed to the quality of service, based on SERVQUAL model proposed by Parasuraman, Zeithaml and Berry (1988). It led to conclude that the quality of service was quite well scored, and allowed us to perceive that the tangible elements of the restaurant are slightly below customer expectations.
This project aims to develop a marketing plan for "A Choupana", a restaurant that has half a century of history and is situated in the heart of Évora. The main objectives of this marketing plan are to increase the restaurant's visibility and increase sales by 25% by the end of 2016. In the elaboration of this project was used the action research, methodology that allows to develop research in the direct contact with activity, as it unfolds. The primary data and secondary data were also collected. The manager and employees were engaged in semi-structured informal interview in order to conclude on the provision of the service, possible points of improvement and further opinions about their workplaces. Customers were asked to respond to a questionnaire directed to the quality of service, based on SERVQUAL model proposed by Parasuraman, Zeithaml and Berry (1988). It led to conclude that the quality of service was quite well scored, and allowed us to perceive that the tangible elements of the restaurant are slightly below customer expectations.
Descrição
Mestrado em Marketing
Palavras-chave
Restauração Serviços Marketing de Serviços Plano de Marketing 7 P Restaurants Services Services Marketing Marketing Plan
Contexto Educativo
Citação
Nobre, Pedro Miguel Pereira da Silva (2015). "Plano de marketing : restaurante "A Choupana"". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão