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Plano de marketing para a empresa de distribuição de medicamentos e produtos de usos veterinários Flyingvet
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Resumo(s)
Este trabalho de projeto tem como objetivo a elaboração de um plano de marketing para a empresa Flyingvet, afim de aumentar a sua notoriedade e conseguir uma maior penetração de mercado. A Flyingvet, foi criada em 2010 e atua no mercado da saúde e bem-estar animal em Portugal e dirige-se ao segmento business.
Para este projeto foi efetuada uma investigação descritivo-explicativa, que recorreu aos primeiros passos da estratégia action research e combinou métodos qualitativos e quantitativos. Assim, foi efetuada uma entrevista ao diretor da empresa, afim de efetuar uma análise do ambiente interno da Flyingvet, na tentativa de identificar os seus segmentos-alvo, o seu posicionamento, a sua possível estratégia e e adequadas táticas do marketing mix. Foram ainda elaborados e divulgados dois questionários online, um dirigido aos clientes e o outro aos potenciais cliente e consumidores finais, de modo a determinar a satisfação dos clientes, a notoriedade da marca e as preferências dos segmentos.
Este plano de marketing permitiu caracterizar o mercado da saúde e bem-estar animal em Portugal, o qual se encontra em crescimento graças à maior procura por parte do consumidor, mas debate-se com uma pesada burocracia e elevada concentração de mercado.
Por último, com este trabalho a Flyingvet terá pela primeira vez um plano de marketing e como tal, poderá, de forma organizada, pôr em prática um conjunto de tácticas que irão permitir aumentar a notoriedade da marca, o seu número de clientes e a sua quota de mercado entre 2017 e 2020.
This project work aims to draw up a marketing plan for Flyingvet with the objective to increase the company's awareness and to achieve greater market penetration. The Flyingvet, was established in 2010 and operates in the healthcare and animal welfare market in Portugal addressing the business segment. For the purpose of this project descriptive and explanatory research was performed, which used the first steps of action research strategy and combined qualitative and quantitative method of data collection. Thus, was conducted an interview with the director of the company with the objective to gather the information on of Flyingvet´s internal environment, in an attempt to identify their target segments, its positioning, its possible strategy and appropriate marketing mix tactics. They were also developed and disseminated two online questionnaires, one addressed to clients and other addressed to potential customers and end-users, in order to determine customer satisfaction, brand awareness and the preferences of various segments. This marketing plan allowed to characterize the market of animal health and welfare in Portugal, which is growing due to increased demand by consumers, but is also struggling with a heavy bureaucracy and high market concentration. Finally, with this work, Flyingvet will for the first time have a marketing plan and as such, may, in an organized manner, implement a set of tactics that will help to increase the brand awareness, the number of customers and its market share between the years 2017 and 2020.
This project work aims to draw up a marketing plan for Flyingvet with the objective to increase the company's awareness and to achieve greater market penetration. The Flyingvet, was established in 2010 and operates in the healthcare and animal welfare market in Portugal addressing the business segment. For the purpose of this project descriptive and explanatory research was performed, which used the first steps of action research strategy and combined qualitative and quantitative method of data collection. Thus, was conducted an interview with the director of the company with the objective to gather the information on of Flyingvet´s internal environment, in an attempt to identify their target segments, its positioning, its possible strategy and appropriate marketing mix tactics. They were also developed and disseminated two online questionnaires, one addressed to clients and other addressed to potential customers and end-users, in order to determine customer satisfaction, brand awareness and the preferences of various segments. This marketing plan allowed to characterize the market of animal health and welfare in Portugal, which is growing due to increased demand by consumers, but is also struggling with a heavy bureaucracy and high market concentration. Finally, with this work, Flyingvet will for the first time have a marketing plan and as such, may, in an organized manner, implement a set of tactics that will help to increase the brand awareness, the number of customers and its market share between the years 2017 and 2020.
Descrição
Mestrado em Marketing
Palavras-chave
Plano de Marketing Valor da Marca Notoriedade da Marca Marketing Plan Brand Equity Brand Awareness
Contexto Educativo
Citação
Silva, Constança Marques Quinteiro Fernande da (2016). "Plano de marketing para a empresa de distribuição de medicamentos e produtos de usos veterinários Flyingvet". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão