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Plano de marketing para a empresa de construção Trifary
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Orientador(es)
Resumo(s)
A afirmação de novas empresas no setor da construção civil exige um
posicionamento claro e estratégias de marketing eficazes. Neste enquadramento, foi
desenvolvido um plano de marketing para a Trifary Construções, uma empresa unipessoal
sediada na Margem Sul, com atuação nos concelhos de Almada e Seixal. Criada em 2024,
a empresa encontra-se numa fase inicial de desenvolvimento e procura afirmar-se num
mercado altamente competitivo e saturado. O objetivo foi apoiar a sua consolidação,
promovendo a notoriedade da marca juntos de novos compradores de habitação e
contribuindo para a valorização da região onde opera.
Metodologicamente foi adotada uma abordagem de carácter misto, combinando
dados qualitativos e quantitativos. Foram recolhidos dados secundários através de
pesquisa documental e dados primários através de uma entrevista semiestruturada ao
gestor da Trifary e de um questionário online, com o propósito de compreender a perceção
da Margem Sul como local de habitação. Ao longo do processo, realizaram-se também
diversas entrevistas informais com o gestor, com o âmbito de esclarecer dúvidas e obter
informações sobre a Trifary. A amostragem foi não probabilística, por julgamento, e o
horizonte temporal do estudo foi cross-sectional.
Com a realização do estudo, constatou-se que a Margem Sul é percecionada de
forma maioritariamente positiva, destacando-se pelas boas acessibilidades, qualidade de
vida e preços mais acessíveis face a Lisboa. Verificou-se ainda que os compradores
valorizam sobretudo a localização dos imóveis, o profissionalismo e a comunicação das
empresas do setor.
Através deste plano de marketing, definiram-se estratégias de diferenciação para
a Trifary e identificaram-se oportunidades para posicionar a Margem Sul como uma
alternativa habitacional atrativa, sustentada na sua qualidade de vida, acessibilidades e
dinâmica de crescimento.
The establishment of new companies in the construction sector requires a clear positioning and effective marketing strategies. In this context, a marketing plan was developed for Trifary Construções, a sole proprietorship based in the Margem Sul, operating in the municipalities of Almada and Seixal. Founded in 2024, the company is in an early stage of development and seeks to position itself in a highly competitive and saturated market. The aim was to support its consolidation, enhance brand awareness among new homebuyers and contribute to the valorization of the region where it operates. A mixed-method approach was adopted, combining qualitative and quantitative data. Secondary data were collected through documentary research, and primary data through a semi-structured interview with Trifary´s manager and an online survey aimed at understanding the perception of Margem Sul as a residential area. Additionally, several informal interviews were conducted with the manager throughout the process to clarify doubts and gather further information about Trifary. The sampling was non-probabilistic, using judgment sampling, and the study followed a cross-sectional time horizon. The study revealed that the Margem Sul is generally perceived positively, standing out for its good accessibility, quality of life, and more affordable prices compared to Lisbon. Buyers also value the location of properties, professionalism, and communication of companies in the sector. Through this marketing plan, differentiation strategies for Trifary were defined, and opportunities were identified to position Margem Sul as an attractive residential alternative, supported by its quality of life, accessibility and growth dynamics.
The establishment of new companies in the construction sector requires a clear positioning and effective marketing strategies. In this context, a marketing plan was developed for Trifary Construções, a sole proprietorship based in the Margem Sul, operating in the municipalities of Almada and Seixal. Founded in 2024, the company is in an early stage of development and seeks to position itself in a highly competitive and saturated market. The aim was to support its consolidation, enhance brand awareness among new homebuyers and contribute to the valorization of the region where it operates. A mixed-method approach was adopted, combining qualitative and quantitative data. Secondary data were collected through documentary research, and primary data through a semi-structured interview with Trifary´s manager and an online survey aimed at understanding the perception of Margem Sul as a residential area. Additionally, several informal interviews were conducted with the manager throughout the process to clarify doubts and gather further information about Trifary. The sampling was non-probabilistic, using judgment sampling, and the study followed a cross-sectional time horizon. The study revealed that the Margem Sul is generally perceived positively, standing out for its good accessibility, quality of life, and more affordable prices compared to Lisbon. Buyers also value the location of properties, professionalism, and communication of companies in the sector. Through this marketing plan, differentiation strategies for Trifary were defined, and opportunities were identified to position Margem Sul as an attractive residential alternative, supported by its quality of life, accessibility and growth dynamics.
Descrição
Palavras-chave
Margem Sul Marketing Imobiliário Marketing Imobiliário Place Branding Setor da construção Estratégia de Marketing Real Estate Marketing Place Branding Construction Sector Marketing Strategy
Contexto Educativo
Citação
Martins, Inês Garraz Varela (2025). “Plano de marketing para a empresa de construção Trifary”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão