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Plano de marketing para o Gastro Pub "The George”
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Foi elaborado um plano de marketing na área do marketing de serviços orientador na formulação da estratégia de negócio do The George.
Situado na cidade de Lisboa desde 2015, entre o Chiado e a Baixa, na rua do Crucifixo, o The George é um pub inglês e aposta numa cozinha internacional com pratos típicos ingleses e gastronomia portuguesa.
O objetivo principal deste trabalho é adequar o The George ao público, aumentar o volume de vendas e torná-lo numa referência turística.
Empregou-se a metodologia de action research com recolha de dados primários e secundários que permitirá avaliar a posição atual da empresa, fazer o levantamento das suas necessidades e do contexto envolvente sócio-económico..
Por fim delineou-se táticas e estratégias para definir um rumo que é dinâmico e o plano de marketing pretende também incutir uma cultura de reflexão, um olhar atento e crítico sobre toda a envolvente para se adaptar à mudança mantendo o espírito criativo que marca pela diferença e que distingue esta oferta única que o The George pode realizar.
A marketing plan in the field of service marketing was developed to formulate the business strategy of The George. Located in the city of Lisbon since 2015, between Chiado and Baixa on Crucifixo street, The George is an English pub and bets on an international cuisine with typical English dishes and Portuguese gastronomy. The main purpose of this work is to tailor The George to the public, increase sales volume and make it a tourist reference. The methodology of action research with primary and secondary data collection was used to assess the company's current position, survey its needs and the surrounding socio-economic context. Finally, tactics and strategies have been outlined to define a direction that is dynamic and the marketing plan also intends to instill a culture of reflection, an attentive and critical eye on the whole environment to adapt to change while maintaining the creative spirit that marks the exclusiveness and that distinguishes this unique offer that The George can perform.
A marketing plan in the field of service marketing was developed to formulate the business strategy of The George. Located in the city of Lisbon since 2015, between Chiado and Baixa on Crucifixo street, The George is an English pub and bets on an international cuisine with typical English dishes and Portuguese gastronomy. The main purpose of this work is to tailor The George to the public, increase sales volume and make it a tourist reference. The methodology of action research with primary and secondary data collection was used to assess the company's current position, survey its needs and the surrounding socio-economic context. Finally, tactics and strategies have been outlined to define a direction that is dynamic and the marketing plan also intends to instill a culture of reflection, an attentive and critical eye on the whole environment to adapt to change while maintaining the creative spirit that marks the exclusiveness and that distinguishes this unique offer that The George can perform.
Descrição
Mestrado em Marketing
Palavras-chave
Plano de Marketing Serviços Restauração Pub Action Research SWOT Lisboa Marketing Plan Services Restoration Lisbon
Contexto Educativo
Citação
Gouveia, Jorge Miguel Souto (2017). "Plano de marketing para o Gastro Pub "The George"". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão