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Plano de marketing para a empresa Salsinha&Morais
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Orientador(es)
Resumo(s)
O presente projeto consiste na realização de um Plano de Marketing, a iniciar no
mês de janeiro de 2023, para a grossista Salsinha&Morais a laborar há cerca de 41 anos
no setor alimentar. A Salsinha&Morais é uma microempresa familiar que comercializa
produtos alimentares, bebidas e produtos de limpeza.
Os objetivos deste projeto são explorar as alterações na natureza dos
relacionamentos entre a grossista e os seus clientes empresariais, perceber de que
forma a empresa se pode atualizar para fazer face aos desafios do mercado, bem como
à complexidade do comportamento de compra deste tipo de consumidores, à quebra
das vendas, criando vantagens competitivas sustentáveis e, por último, colmatar as
consequências causadas pela pandemia Covid-19 na empresa.
Relativamente à metodologia utilizada para a elaboração do estudo, recorreu-se
a métodos de recolha de dados de duas fontes (primárias e secundárias). No que se
refere aos dados primários foram, mais precisamente, realizadas regularmente mais de
10 entrevistas informais-estruturadas aos sócios-gerentes da empresa, como também
entrevistas em profundidade estruturadas (com o objetivo de garantir a recolha do
máximo de informação possível) a 35 proprietários de cafés, pastelarias e restaurantes
que conheciam a grossista, mas não precisavam de ser necessariamente clientes da
mesma. Para este propósito, recorreu-se ao software MaxQda, que permite analisar os
dados qualitativos.
Os objetivos pretendidos com a entrevista em profundidade foram alcançados,
visto que foram recolhidas informações pertinentes que tiveram um elevado contributo
para a elaboração das estratégias de marketing-mix.
Para finalizar, conclui-se que do ponto de vista estratégico e tático a grossista
deve apostar em 2023 comercializar produtos saudáveis, efetuar promoções para
clientes existentes e novos clientes, realizar parte das entregas em caixas reutilizáveis,
criar um logótipo, entre outros.
The present project consists of the making of a marketing plan to commence in January 2023, for the wholesaler Salsinha&Morais, in activity for 41 years in the food industry. Salsinha&Morais is a family microenterprise that sells food products, drinks, and cleaning products. The goals of this paper are to explore the changes in relationships established between the wholesaler and customers, to understand how the company can update itself to face the recent market challenges and the complexity of the purchase behavior of this type of consumers to create competitive and sustainable advantages to overcome the consequences caused by the Covid-19 pandemic in the company. The following methodology was used to prepare for the study, data collection methods were used from two sources (primary and secondary). Regarding primary data, more than 10 informal-structured interviews were carried out regularly with the company managing partners, as well as structured in-depth interviews (as a way of guaranteeing the collection of as much information as possible) with 35 owners of coffees shops, bakeries and restaurants that knew the wholesaler that knew the wholesaler but did not necessarily have to be its customers. For this purpose, the MaxQda software was used, which allows the analysis of qualitative data. The objectives of in-depth interviews were achieved as the pertinent information that was collected had a high contribution to the elaboration of marketing-mix strategies. Finally, we can conclude that from the tactical and strategic point of view the wholesaler, in 2023, must invest in the commercialization of healthy products, offer discounts to the existing and new clients, deliver the food in reusable boxes, develop its brand and create differentiation amongst other key changes.
The present project consists of the making of a marketing plan to commence in January 2023, for the wholesaler Salsinha&Morais, in activity for 41 years in the food industry. Salsinha&Morais is a family microenterprise that sells food products, drinks, and cleaning products. The goals of this paper are to explore the changes in relationships established between the wholesaler and customers, to understand how the company can update itself to face the recent market challenges and the complexity of the purchase behavior of this type of consumers to create competitive and sustainable advantages to overcome the consequences caused by the Covid-19 pandemic in the company. The following methodology was used to prepare for the study, data collection methods were used from two sources (primary and secondary). Regarding primary data, more than 10 informal-structured interviews were carried out regularly with the company managing partners, as well as structured in-depth interviews (as a way of guaranteeing the collection of as much information as possible) with 35 owners of coffees shops, bakeries and restaurants that knew the wholesaler that knew the wholesaler but did not necessarily have to be its customers. For this purpose, the MaxQda software was used, which allows the analysis of qualitative data. The objectives of in-depth interviews were achieved as the pertinent information that was collected had a high contribution to the elaboration of marketing-mix strategies. Finally, we can conclude that from the tactical and strategic point of view the wholesaler, in 2023, must invest in the commercialization of healthy products, offer discounts to the existing and new clients, deliver the food in reusable boxes, develop its brand and create differentiation amongst other key changes.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Planeamento de marketing relacionamentos empresariais comportamento de compra organizacional grossistas marketing-mix Marketing planning business relationships organizational buying behavior wholesalers
Contexto Educativo
Citação
Rocha, Maria Teresa de Oliveira Salsinha (2022). “Plano de marketing para a empresa Salsinha&Morais”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão