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Plano de marketing operacional : lojas sociais da Social Mind
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Orientador(es)
Resumo(s)
A Social Mind é uma empresa social que não visa maximizar o lucro, visa sim, ser auto-sustentada, no sentido de poder promover acções de teambuilding no âmbito da responsabilidade social e implementar projectos sociais, nomeadamente, Lojas Sociais. O estudo realizado, trata da elaboração de um plano de marketing operacional, para as Lojas Sociais da Social Mind - Lookall Social. Nesse sentido, a metodologia utilizada foi Action Research, a recolha de informação foi feita com base em observação directa e visitas de cliente mistério, bem como através da aplicação de entrevistas e utilização de dados secundários.
A revisão de literatura e a aplicação de conceitos teóricos ao nível do planeamento de marketing social permitiram a aplicação de um mix mais adequado, com especial destaque o P - Partnership que promove a co-criação entre vários interlocutores no sentido de implementar um projecto social, neste caso Loja Social, que promova o combate à subsidiodependência das IPSS e promova a capacidade de se tornar auto-sustentável. A mais-valia deste estudo para a Social Mind é poder apresentar junto dos sponsors e instituições parceiras, um modelo de implementação de Lojas Sociais - Lookall Social, mais estruturado; conseguindo assim transmitir uma imagem de idoneidade e profissionalismo. É importante referir que a sustentabilidade financeira da Social Mind é conseguida com a implementação de uma Loja Social por mês e para o efeito existem um conjunto de medidas a serem seguidas, nomeadamente ao nível de angariação de sponsors.
Social Mind is a enterprise witch principal aim is not maximize profit, in spite of that, being self sustained is a goal. The core business of SM is to develop social responsible teambuilding's events and to implement social projects, examples of that are the Social Stores ? Lookall Social. This project focus is on a operational marketing plan for Social Mind, in a more concrete way for Lookall Social, a social store that promotes an increasing social response and less dependency of the social security funds. The used methodology was action research, since this plan was built upon a real issue and with the support of the company. The data collection was based on direct observation, mystery client visits as well as interviews and secondary data. The revision of literature and the application of theoretical concepts of marketing plans ensure a much more suitable Marketing Mix approach, with a special relevance of the P that stands for Partnership, once this P, promotes a co-creation effort that involves the major parts of the social project, sponsors, institutions, volunteers and the local community. The biggest asset of this study for Social Mind, is to have a operational plan concept, that assures at a short term, economical and financial sustainability with the implementation of only one social store per month, as well as a very concrete action plan to implement social stores and to delight actual and future sponsors.
Social Mind is a enterprise witch principal aim is not maximize profit, in spite of that, being self sustained is a goal. The core business of SM is to develop social responsible teambuilding's events and to implement social projects, examples of that are the Social Stores ? Lookall Social. This project focus is on a operational marketing plan for Social Mind, in a more concrete way for Lookall Social, a social store that promotes an increasing social response and less dependency of the social security funds. The used methodology was action research, since this plan was built upon a real issue and with the support of the company. The data collection was based on direct observation, mystery client visits as well as interviews and secondary data. The revision of literature and the application of theoretical concepts of marketing plans ensure a much more suitable Marketing Mix approach, with a special relevance of the P that stands for Partnership, once this P, promotes a co-creation effort that involves the major parts of the social project, sponsors, institutions, volunteers and the local community. The biggest asset of this study for Social Mind, is to have a operational plan concept, that assures at a short term, economical and financial sustainability with the implementation of only one social store per month, as well as a very concrete action plan to implement social stores and to delight actual and future sponsors.
Descrição
Mestrado em Marketing
Palavras-chave
action research empresa social Responsabilidade Social plano de marketing loja social marketing plan social project social responsibility teambuildings social stores
Contexto Educativo
Citação
Mendonça, Bianca Soraya Soares Vilhena de (2013). "Plano de marketing operacional : lojas sociais da Social Mind". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão