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Plano de marketing – Detalhes & Design
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Orientador(es)
Resumo(s)
O presente projeto consiste no desenvolvimento de um Plano de Marketing para uma empresa de mobiliário e design de interiores, a Detalhes & Design (D&D), com o propósito de melhorar a qualidade do serviço prestado. O estudo segue uma estratégia de investigação Case Study, uma vez que é analisado o caso da empresa D&D, com uma abordagem de mixed-methods. Por conseguinte, efetuou-se uma entrevista semiestruturada ao Diretor Geral da D&D a fim de obter conhecimento sobre o ambiente interno da empresa. Além disso, realizaram-se entrevistas semiestruturadas a clientes da D&D de forma a perceber a sua perceção da qualidade do serviço atual da empresa. Por último, desenvolveu-se um questionário online a uma amostra da população, através do modelo SERVPERF, de modo a perceber o comportamento de compra, os atributos mais valorizadas na utilização de um serviço de design de interiores assim como o conhecimento da empresa D&D e o seu target. Com a realização do estudo, constatou-se que a criação de peças personalizadas para o cliente é uma das principais valências da D&D, todavia o cumprimento do prazo de entrega deve ser melhorado. Por conseguinte, são desenvolvidas estratégias de modo a tirar vantagem dos pontos fortes da D&D e das oportunidades do mercado bem como colmatar as fraquezas e as ameaças verificadas. Assim, para além da contribuição prática para a D&D, o projeto contribui de forma mais generalizada para a área de marketing de serviços e mais especializada para as organizações que atuam na indústria de mobiliário e pretendam melhorar a qualidade do serviço.
The present project consists in the development of a Marketing Plan for a furniture and interior design company, Detalhes & Design (D&D), with the purpose of improving service quality. The study follows a Case Study research strategy, through the analysis of the company D&D, with a mixed-methods approach. Therefore, a semi-structured interview was conducted with the CEO of D&D in order to gain knowledge of the internal environment of the company. In addition, semi-structured interviews were conducted with D&D customers to understand their perception of the current service quality of the company. Finally, an online questionnaire was performed to a population sample, through the SERVPERF model, in order to understand the buying behavior, the most valued attributes in interior design services as well as the knowledge of the company D&D and its target. With this study, it was found that the creation of customized pieces by the client is one of D&D's main strengths; however, the delivery time should be improved. Therefore, strategies are developed to take advantage of D&D's strengths and market opportunities, as well as to overcome weaknesses and threats. In addition to the practical contribution for D&D, this project makes a more general contribution to the field of services marketing and a more specialized contribution to organizations in the furniture industry that wish to improve service quality.
The present project consists in the development of a Marketing Plan for a furniture and interior design company, Detalhes & Design (D&D), with the purpose of improving service quality. The study follows a Case Study research strategy, through the analysis of the company D&D, with a mixed-methods approach. Therefore, a semi-structured interview was conducted with the CEO of D&D in order to gain knowledge of the internal environment of the company. In addition, semi-structured interviews were conducted with D&D customers to understand their perception of the current service quality of the company. Finally, an online questionnaire was performed to a population sample, through the SERVPERF model, in order to understand the buying behavior, the most valued attributes in interior design services as well as the knowledge of the company D&D and its target. With this study, it was found that the creation of customized pieces by the client is one of D&D's main strengths; however, the delivery time should be improved. Therefore, strategies are developed to take advantage of D&D's strengths and market opportunities, as well as to overcome weaknesses and threats. In addition to the practical contribution for D&D, this project makes a more general contribution to the field of services marketing and a more specialized contribution to organizations in the furniture industry that wish to improve service quality.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Plano de Marketing Mobiliário Design de Interiores Qualidade de Serviço SERVPERF Marketing Plan Furniture Interior Design Service Quality
Contexto Educativo
Citação
Tomaz, Ana Teresa Lemos Vicente Ramos (2021). "Plano de marketing – Detalhes & Design". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão