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Plano de Marketing - Dear Lisbon Charming House
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Orientador(es)
Resumo(s)
Este trabalho de projeto consistiu na elaboração de um plano de Marketing para a Dear Lisbon Charming House que é o primeiro de quatro alojamentos da marca Dear Lisbon, Lda.
Através deste projeto, pretende-se a análise de espectativas e satisfação dos clientes com o atual alojamento, de modo a melhorar o serviço e aumentar as vendas.
Com este estudo, foi possível concluir que não só a oferta hoteleira, de um modo geral, é muito elevada na cidade de Lisboa, como também a tipologia de guesthouse, é já muito procurada, sendo já um mercado extremamente competitivo.
Com o objetivo de compreender a satisfação dos clientes com o serviço prestado pela Dear Lisbon Charming House, foi criado um questionário de satisfação, baseado no modelo SERVQUAL, de Zeithaml, Parasuraman e Berry (1985). Foram também realizadas entrevistas semi-estruturadas ao gerente da marca Dear Hotels, Lda., João Veiga e a um funcionário da Dear Lisbon Charming House.
Ao longo deste estudo foi possível identificar os pontos fortes e fracos da empresa e, consequentemente, as possíveis áreas de melhoria. Através da identificação de estratégias e táticas de marketing-mix, torna-se possível o alcance dos objetivos do presente plano.
São eles: 1) aumento da notoriedade da marca Dear Hotels, Lda; 2) melhorar o produto oferecido; 3) aumentar a presença online; 4) melhorar a área de guest relations e, por último, 5) aumento das vendas.
This work project aims to develop a marketing plan for Dear Lisbon Charming House which is the first of four brand accommodations Dear Lisbon, Lda. Through this project, the main objective is to analyze the expectations and customer satisfaction with the current housing, in order to improve service and increase sales. With this study, it was concluded that not only the search for the hotel industry, in general, is very high in Lisbon, as well as the guest house industry, it is very popular and it?s already turning into a very competitive market. In order to understand customer satisfaction with the service provided by Dear Lisbon Charming House, a satisfaction questionnaire was created based on the SERVQUAL model, from Zeithaml, Parasuraman e Berry (1985). It was also performed semi-structured interviews to the brand manager of Dear Lisbon, Lda., João Veiga and also to a Dear Lisbon Charming House employee. Throughout this study it was possible to identify the strengths and weaknesses of the company and hence the possible areas of improvement. Through the identification of strategies and Marketing Mix tactics, it becomes possible to achieve the objectives of this plan. Which are: 1) increasing brand awareness Dear Hotels, Lda; 2) improve the product offered; 3) increase the online presence; 4) improve the area of guest relations and, finally, 5) increasing sales.
This work project aims to develop a marketing plan for Dear Lisbon Charming House which is the first of four brand accommodations Dear Lisbon, Lda. Through this project, the main objective is to analyze the expectations and customer satisfaction with the current housing, in order to improve service and increase sales. With this study, it was concluded that not only the search for the hotel industry, in general, is very high in Lisbon, as well as the guest house industry, it is very popular and it?s already turning into a very competitive market. In order to understand customer satisfaction with the service provided by Dear Lisbon Charming House, a satisfaction questionnaire was created based on the SERVQUAL model, from Zeithaml, Parasuraman e Berry (1985). It was also performed semi-structured interviews to the brand manager of Dear Lisbon, Lda., João Veiga and also to a Dear Lisbon Charming House employee. Throughout this study it was possible to identify the strengths and weaknesses of the company and hence the possible areas of improvement. Through the identification of strategies and Marketing Mix tactics, it becomes possible to achieve the objectives of this plan. Which are: 1) increasing brand awareness Dear Hotels, Lda; 2) improve the product offered; 3) increase the online presence; 4) improve the area of guest relations and, finally, 5) increasing sales.
Descrição
Mestrado em Marketing
Palavras-chave
Plano de Marketing Marketing de Turismo Qualidade de Serviço Marketing de Serviços Marketing-Mix Marketing Plan Tourism Marketing Quality of Service Service Marketing
Contexto Educativo
Citação
Barreto, Isabel Maria Marques de Aguiar Salvação (2016). "Plano de Marketing - Dear Lisbon Charming House". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão