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Publication
Plano de marketing da Odisseias 2013
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Authors
Advisor(s)
Abstract(s)
Este projecto traduz-se na elaboração de um Plano de Marketing para a empresa Odisseias. A Odisseias lançou-se recentemente no mercado das compras colectivas e pretende evoluir de forma sustentada e equilibrada, tornando-se referência no mercado. O presente plano de marketing pretende essencialmente aumentar o volume de vendas e desenvolver a imagem da marca, tornando-a amplamente reconhecida pelos consumidores, enquanto oferta integrada de um conjunto diversificado de serviços e produtos. Para tal procurou definir-se as envolventes internas e externas da empresa, incluindo uma análise da concorrência e dos seus factores chave de sucesso. Através da segmentação, definição do mercado-alvo e posicionamento, projectou-se a estratégia de marketing. São ainda apresentados os objectivos de marketing e financeiros que se pretendem atingir durante os próximos dois anos. Finalmente, no que respeita ao marketing mix este foi definido tendo por base os 7P?s (Produto, Preço, Distribuição, Comunicação, Pessoas, Processos, Evidência Física), através do qual foram definidas diversas técnicas que visam atingir os objectivos de marketing e da organização. Estas foram definidas não apenas em função e em coerência com as características do mercado, mas também com o posicionamento pretendido e com os objectivos e estratégias de desenvolvimento.
This project presents a marketing plan for the company Odisseias. Odisseias recently launched its products in the flash promotions market. Despite its recent launch, the company aims to make a name for itself and grow in a sustained manner in order to become a key player in the current market. The marketing plan presented aims to aid Odisseias reach its goal, i.e. to increase sales volumes by offering a diverse range of integrated services and products. In addition, it aims to develop a strong brand image, thus making Odisseias a household name widely recognized by consumers. The key factors for success and company both internally and externally environment are presented. Through market segmentation, target selection and positioning, a marketing strategy was proposed. Furthermore, the financial and marketing goals to be achieved in the next two years were presented. The marketing mix was defined based on the 7P?s (Product, Price, Placement, Promotions, Pleope, Process, Physical Evidence), as a result, several strategies were presented in order to achieve both the Organization?s goals as well as marketing objectives. These were defined by taking into account specific market characteristics as well its market positioning.
This project presents a marketing plan for the company Odisseias. Odisseias recently launched its products in the flash promotions market. Despite its recent launch, the company aims to make a name for itself and grow in a sustained manner in order to become a key player in the current market. The marketing plan presented aims to aid Odisseias reach its goal, i.e. to increase sales volumes by offering a diverse range of integrated services and products. In addition, it aims to develop a strong brand image, thus making Odisseias a household name widely recognized by consumers. The key factors for success and company both internally and externally environment are presented. Through market segmentation, target selection and positioning, a marketing strategy was proposed. Furthermore, the financial and marketing goals to be achieved in the next two years were presented. The marketing mix was defined based on the 7P?s (Product, Price, Placement, Promotions, Pleope, Process, Physical Evidence), as a result, several strategies were presented in order to achieve both the Organization?s goals as well as marketing objectives. These were defined by taking into account specific market characteristics as well its market positioning.
Description
Mestrado em Marketing
Keywords
Compras Colectivas Odisseias Plano de Marketing Marketing Flash Promotions Marketing Plan
Pedagogical Context
Citation
Lourenço, Ana Rita da Mata (2012). "Plano de marketing da Odisseias 2013". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão