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Authors
Advisor(s)
Abstract(s)
A Federação Portuguesa de Basquetebol (FPB), fundada em 1927, é uma organização pública sem fins lucrativos com o objetivo de desenvolver e promover o basquetebol português. Considerando os desafios que a modalidade enfrenta no país, a Federação tem conseguido desempenhar a sua função de forma satisfatória. No entanto, muito mais pode ser feito: particularmente na área do Marketing, para a qual a FPB não elabora um plano dedicado.
O presente trabalho propõe-se a preencher essa lacuna, elaborando um plano estratégico e apresentando linhas orientadoras de ação através das quais a FPB poderá potenciar os seus esforços de Marketing e desempenhar a sua Missão de forma ainda melhor.
O processo de investigação teve duas fases: a primeira consistiu na recolha e análise de dados primários e secundários, que permitiram compreender o contexto em que a FPB se encontra; na segunda fase procedeu-se à elaboração do plano, com base na informação recolhida.
Esta investigação reforça a importância do planeamento estratégico de marketing, particularmente para uma organização sem fins lucrativos em que estas vertentes são essenciais.
The Federação Portuguesa de Basquetebol (Portuguese Basketball Federation - FPB), founded in 1927, is a public non-profit organization whose goal is to develop and promote the portuguese basketball scene. Considering all the challenges that the sport faces in the country, the Federation has been able to perform its function in an adequate manner. However, there's much more to be done: particularly in the Marketing area, for which the FPB doesn't develop a dedicated plan. The present work intends to fill that gap, presenting a strategic plan and the guidelines through which the FPB will be able to improve its Marketing efforts and fulfill its Mission in an even better way. The investigation process had two phases: the first one consisted of the collection and analysis of primary and secondary data that allowed to understand the context in which the FPB lies; in the second phase the plan was developed, based on the information that was previously collected. This investigation reaffirms the importance of strategic and marketing planning, particularly for a non-profit organization in which this area is essential.
The Federação Portuguesa de Basquetebol (Portuguese Basketball Federation - FPB), founded in 1927, is a public non-profit organization whose goal is to develop and promote the portuguese basketball scene. Considering all the challenges that the sport faces in the country, the Federation has been able to perform its function in an adequate manner. However, there's much more to be done: particularly in the Marketing area, for which the FPB doesn't develop a dedicated plan. The present work intends to fill that gap, presenting a strategic plan and the guidelines through which the FPB will be able to improve its Marketing efforts and fulfill its Mission in an even better way. The investigation process had two phases: the first one consisted of the collection and analysis of primary and secondary data that allowed to understand the context in which the FPB lies; in the second phase the plan was developed, based on the information that was previously collected. This investigation reaffirms the importance of strategic and marketing planning, particularly for a non-profit organization in which this area is essential.
Description
Mestrado em Marketing
Keywords
marketing desportivo marketing organizações sem fins lucrativos plano estratégico plano de marketing sports marketing non-profit organizations marketing strategic planning marketing plan
Pedagogical Context
Citation
Moreira, José Manuel Gomes (2016). "Estratégia e plano de marketing para a Federação Portuguesa de Basquetebol". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão