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Publicação
Plano de marketing - Vitália saúde Consulting
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Orientador(es)
Resumo(s)
Este trabalho de projecto tem como objectivo o desenvolvimento de um plano de marketing que permita alavancar a empresa Vitália Saúde Consulting, consultora de gestão de negócios especializada no sector da Saúde, localizada na zona Centro do país.
A empresa foi criada em 2009, no entanto, manteve-se inactiva até 2014 devido à falta de investimento e de recurso humanos que permitissem a angariação de clientes.
Para o efeito, recorreu-se a uma revisão de literatura e a um estudo sobre a situação actual do contexto da empresa, que incluiu uma análise empírica a um dos segmentos de mercado mais importantes da empresa para conhecer a sua realidade e adaptar o programa de acção às necessidades do mercado. Aplicou-se um questionário a clínicas gerais e especializadas do tecido microempresarial, de forma a aferir a sua orientação para o mercado e daí compreender a necessidade de recurso aos serviços da empresa Vitália Saúde Consulting.
This research project aims to develop a marketing plan that will allow the leverage of a management consultant company specialized in the healthcare business sector, located in the center region of Portugal, Vitália Saúde Consulting. The company was established in 2009, however, remained inactive until 2014 due to lack of investment and human resources, therefore, not allowing customer acquisition. To do this, a literature review was conducted and the current status of the current situation in the context of the company, which included an empirical analysis to one of the most important market segment of the company, in order to understand its reality and adapt the marketing program to its market needs. As such, a questionnaire was applied to generic and specialized clinics in this area regarding their market orientation, to understand the need of Vitália Saúde Consulting services.
This research project aims to develop a marketing plan that will allow the leverage of a management consultant company specialized in the healthcare business sector, located in the center region of Portugal, Vitália Saúde Consulting. The company was established in 2009, however, remained inactive until 2014 due to lack of investment and human resources, therefore, not allowing customer acquisition. To do this, a literature review was conducted and the current status of the current situation in the context of the company, which included an empirical analysis to one of the most important market segment of the company, in order to understand its reality and adapt the marketing program to its market needs. As such, a questionnaire was applied to generic and specialized clinics in this area regarding their market orientation, to understand the need of Vitália Saúde Consulting services.
Descrição
Mestrado em Marketing
Palavras-chave
Plano de Marketing Serviços Marketing-Mix Consultoria Gestão em Saúde Marketing Plan Services Marketing-Mix Consultancy Health Management
Contexto Educativo
Citação
Monteiro, Paula Filipa Gilsanz Sacramento (2014). "Plano de marketing - Vitália saúde Consulting". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão