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A recuperação do Centro Comercial Solátia
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Este trabalho é, um Plano de Marketing para a recuperação do Centro Comercial Solátia. Para tal, foi feita uma pesquisa para tentar encontrar soluções a alguns dos problemas existentes, e tentar perceber quais são os melhores procedimentos a adoptar para atingir aquele objectivo. Foram inquiridos 51 clientes.
Desde o início da década de 2000 este centro comercial tem vindo a quebrar, de um modo geral as principais causas foram: o aparecimento de grandes centros comerciais nas proximidades, e as crises económicas da década de 2000. Estas situações têm contribuído para uma redução do volume de vendas das lojas existentes ou mesmo para o encerramento de outras lojas.
A pesquisa foi de caracter exploratório. Trata-se de um estudo cujo método é misto, ou seja, quantitativo e qualitativo. As técnicas de recolha de dados utilizadas foram o questionário e entrevistas não estruturadas.
As grandes conclusões da pesquisa são de que os clientes gostam deste centro comercial mas gostariam de ter uma maior oferta de lojas, de produtos e de um ou mais pontos de atracção. Muitos afirmaram que, caso estas situações ocorressem, frequentariam mais o centro comercial, uma vez que de um modo geral, residem ou trabalham nas proximidades, e por este motivo preferiam ter mais comércio perto de si.
Pretende-se posicionar este centro comercial como um centro comercial local que oferece uma diversidade de produtos e serviços de qualidade e criar condições atractivas para os clientes.
Este projecto permitiu perceber a importância do Marketing e da Comunicação neste centro comercial.
This is a Marketing Plan for the recovery of Solátia Shopping Center (Centro Comercial Solátia). To be able to do so a research has been made search is to try for solutions to some real problems, of "Centro Comercial Solátia", and to try to understand what are the best ways to proceed to get to this objective. 51 clients have been inquired. Since the 2000 decade this shopping center has been decaying. Main causes were the construction of big shoppings nearby, and economics crisis of decade 2000. These situations have contributed to reduction of volume of sales of existent shops or the closing of others. The research is exploratory. Its a mixed study, because is quantitive and qualitative. The techniques used to collect data was a questionnaire (in paper) and unstructured interviews. The most relevant conclusions of the research are that customers like this shopping center but would like to have more variety of shops and products and one attraction point. Some customers state that if these situations would occur they would go there more times, because the majority of them lives or works nearby. The purpose is positioning this shopping center as local shopping center, that offers a variety of products and services of quality and to create attractive conditions for costumers. This project helps to understand the importance of Marketing and Communication in this shopping center.
This is a Marketing Plan for the recovery of Solátia Shopping Center (Centro Comercial Solátia). To be able to do so a research has been made search is to try for solutions to some real problems, of "Centro Comercial Solátia", and to try to understand what are the best ways to proceed to get to this objective. 51 clients have been inquired. Since the 2000 decade this shopping center has been decaying. Main causes were the construction of big shoppings nearby, and economics crisis of decade 2000. These situations have contributed to reduction of volume of sales of existent shops or the closing of others. The research is exploratory. Its a mixed study, because is quantitive and qualitative. The techniques used to collect data was a questionnaire (in paper) and unstructured interviews. The most relevant conclusions of the research are that customers like this shopping center but would like to have more variety of shops and products and one attraction point. Some customers state that if these situations would occur they would go there more times, because the majority of them lives or works nearby. The purpose is positioning this shopping center as local shopping center, that offers a variety of products and services of quality and to create attractive conditions for costumers. This project helps to understand the importance of Marketing and Communication in this shopping center.
Descrição
Mestrado em Marketing
Palavras-chave
Comércio Local Centro Comercial Recuperação Plano de Marketing Comunicação Local Commercial Shopping Recovery Marketing Plan Communication
Contexto Educativo
Citação
Catarino, Maria Francisca Oliveira (2017). "A recuperação do Centro Comercial Solátia". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão