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Plano de Marketing : Quinta do Mouro 2013
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| 780.15 KB | Adobe PDF |
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Orientador(es)
Resumo(s)
O trabalho de projecto a apresentar consiste num plano de marketing para a empresa Quinta do Mouro, empresa vitivinícola que produz vinhos alentejanos na região de Estremoz. O plano analisa o ambiente externo e interno da empresa, incluindo uma análise da concorrência e os seus factores-chave de sucesso. Descreve os mercados onde se insere, a segmentação, mercado-alvo e define ainda o posicionamento e os objectivos quer de marketing quer financeiros a alcançar durante o ano 2013. Por último este plano apresenta o marketing-mix composto por sete pontos principais (Produto, Preço, Distribuição, Comunicação, Pessoas, Processo e Evidências Físicas) sendo a comunicação fundamental para atingir os objectivos propostos.
Sendo um plano proposto apenas para o ano 2013 terá como principal objectivo aumentar a notoriedade da Quinta do Mouro e de todos os seus vinhos de uma forma geral.
The presented essay consists on a marketing plan for the brand "Quinta do Mouro", belonging to a wine company in a central Portuguese region called Alentejo, near Estremoz. The plan examines the company's both external and internal environment, including an analysis of the competing companies and their own key-factors for success. It describes the surrounding markets, where it operates, segmentation and target market, and still sets the positioning, as well as the marketing and financial objectives to be achieved during the year 2013. Finally, this plan features the composed marketing-mix for seven main points (Product, Price, Distribution, Communication, People, Process and Physical Evidences), communication being the key to the achievement of the company's objectives. Being this marketing plan considered only for 2013, it will have as main goal to increase the notoriety of "Quinta do Mouro" and all its wines in a more overall way.
The presented essay consists on a marketing plan for the brand "Quinta do Mouro", belonging to a wine company in a central Portuguese region called Alentejo, near Estremoz. The plan examines the company's both external and internal environment, including an analysis of the competing companies and their own key-factors for success. It describes the surrounding markets, where it operates, segmentation and target market, and still sets the positioning, as well as the marketing and financial objectives to be achieved during the year 2013. Finally, this plan features the composed marketing-mix for seven main points (Product, Price, Distribution, Communication, People, Process and Physical Evidences), communication being the key to the achievement of the company's objectives. Being this marketing plan considered only for 2013, it will have as main goal to increase the notoriety of "Quinta do Mouro" and all its wines in a more overall way.
Descrição
Mestrado em Marketing
Palavras-chave
Plano Marketing Vinho Quinta do Mouro Alentejo Plan Wine
Contexto Educativo
Citação
Cecílio, Maria Tareco Núncio (2012). "Plano de Marketing : Quinta do Mouro 2013". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão