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Plano de marketing para a empresa A.J. Aires e Filhos Lda.
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O trabalho aqui apresentado tem como finalidade a elaboração de um plano de marketing para a empresa A. J. Aires e Filhos Lda., uma empresa dedicada ao comércio de produtos para construção, agricultura e ferragens que opera no concelho de Ferreira do Alentejo há mais de 40 anos. Os objetivos principais deste trabalho passam por aumentar a qualidade do serviço prestado aos clientes B2B e B2C de forma a aumentar as vendas em 35% e 20% respetivamente, até final de 2018.
A metodologia utilizada para neste projeto intitula-se de action research pois possibilitou desenvolver o trabalho de pesquisa enquanto em contacto com a empresa em atividade e simultaneamente a recolha de dados primários e secundários. Foram feitas entrevistas semiestruturadas aos sócios da empresa e a um responsável pelo departamento de compras de uma das empresas do concelho. Entre os dias 4 de Setembro de 2017 e 30 de Setembro de 2017 foi pedido aos clientes que preenchessem um questionário, de forma a aferir a qualidade do serviço baseado do modelo SERVQUAL de Parasuraman, Zeithaml e Berry (1988). Os resultados deste permitiram observar que existem algumas diferenças na avaliação de clientes empresariais e particulares, sendo que de modo geral os clientes mostram-se satisfeito com a qualidade do serviço, tendo a empresa de melhorar os aspetos tangíveis e de empatia.
Desta forma, as ações de marketing elaboradas têm maior incidência no crescimento da empresa e no melhoramento da qualidade do serviço, dentro dos recursos disponíveis da empresa.
The work hereby presented has the goal to achieve a marketing plan for the retail company A. J. Aires e Filhos Lda. a company founded more than 40 years ago in the county of Ferreira do Alentejo which sells mainly construction materials, agricultural materials and hardware products. The main objectives of this work are to increase the service quality and increase sales in B2B transactions in 35% and 20% in B2C transaction until the end of 2018. The methodology used in this project is action research in order to develop the research while simultaneously in contact with the company and being able to collect primary and secondary data. A couple of semi structured interviews were made to both partners of the company and to a customer's buying agent. Between the 4th of September 2017 and 30th of September of 2017 customers were asked to fill in a questionnaire based on the SERVQUAL model from Parasuraman, Zeithaml and Berry (1988). The results concluded that there are a few perception evaluation differences between B2B and B2C customers but generally both types of customers are satisfied with the quality of service although there is need to improve in tangible and empathy dimensions. Therefore, the produced marketing tactics are more focused in the company's growth and service quality improvement in the means of the company.
The work hereby presented has the goal to achieve a marketing plan for the retail company A. J. Aires e Filhos Lda. a company founded more than 40 years ago in the county of Ferreira do Alentejo which sells mainly construction materials, agricultural materials and hardware products. The main objectives of this work are to increase the service quality and increase sales in B2B transactions in 35% and 20% in B2C transaction until the end of 2018. The methodology used in this project is action research in order to develop the research while simultaneously in contact with the company and being able to collect primary and secondary data. A couple of semi structured interviews were made to both partners of the company and to a customer's buying agent. Between the 4th of September 2017 and 30th of September of 2017 customers were asked to fill in a questionnaire based on the SERVQUAL model from Parasuraman, Zeithaml and Berry (1988). The results concluded that there are a few perception evaluation differences between B2B and B2C customers but generally both types of customers are satisfied with the quality of service although there is need to improve in tangible and empathy dimensions. Therefore, the produced marketing tactics are more focused in the company's growth and service quality improvement in the means of the company.
Descrição
Mestrado em Marketing
Palavras-chave
Plano de Marketing Serviços SERVQUAL 7 P Retalho Marketing Plan Services Retail
Contexto Educativo
Citação
Aires, André Filipe Parreira (2017). "Plano de marketing para a empresa A.J. Aires e Filhos Lda.". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão