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Plano de marketing para a empresa de remodelação e construção Select Build
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O presente trabalho tem como principal objetivo a elaboração de um Plano de Marketing para a empresa de construção e remodelação Select Build. Fundada em 2019, a empresa oferece serviços completos de remodelação e construção de imóveis, desde a fase de elaboração do projeto até à concretização da obra. Apesar de recente, e ainda com pouca notoriedade no mercado, tem demonstrado um crescimento bastante favorável ao longo dos últimos três anos. Contudo, o setor em que atua é caracterizado por um elevado nível concorrencial, pelo que se torna imprescindível desenvolver estratégias que impulsionem a sua notoriedade e imagem, estabelecendo assim vantagens competitivas diferenciadoras.
Para a realização do estudo foi utilizada uma metodologia descritivo-exploratória, com uma abordagem dedutiva. Foram, primeiramente, recolhidos dados secundários no âmbito da realização da análise externa. Seguidamente, foram recolhidos dados primários, quantitativos e qualitativos. Para uma melhor compreensão da situação atual da empresa e dos seus objetivos a médio e longo prazo, foram realizadas duas entrevistas presenciais, nomeadamente ao gerente e à coordenadora da equipa comercial. Foram ainda realizadas três entrevistas a clientes, via Zoom, com o objetivo de compreender as suas experiências e perceções face ao serviço que usufruíram da Select Build. Por último, foi realizado um questionário como forma de conhecer não só as expectativas de potenciais clientes face à qualidade dos serviços de arquitetura e construção, como também compreender os níveis de notoriedade e imagem atuais.
Através das análises realizadas, foi possível definir estratégias e táticas de marketing sustentadas, de forma a desenvolver a notoriedade e imagem da marca, com foco na melhoria da qualidade do serviço percecionada pelo cliente.
This project aims to develop a Marketing Plan for the construction and remodeling company Select Build. Founded in 2019, the company offers complete remodeling and construction services, from the project preparation phase to the completion of the project itself. Despite being a recent company, and still with little notoriety in the market, it has shown a very favorable growth in the last three years. However, the sector in which it operates is characterized by a high level of competition, so it is essential to develop strategies that boost its reputation and image, thus establishing differentiating competitive advantages. The study used a descriptive- exploratory methodology, with a deductive approach. First, secondary data was collected as part of the external analysis. This was followed by primary data collection, both quantitative and qualitative. For a better understanding of the company's current situation and its medium and long-term goals, two face-to-face interviews were conducted, namely with the manager and the sales team coordinator. Additionally, to understand their experience and perception towards the service provided by Select Build, three customers were remotely interviewed. Lastly, a questionnaire was conducted to infer potential clients’ expectations, as well as overall awareness and current brand image. Through the analysis performed, it was possible to define sustained marketing strategies and tactics, in order to develop brand awareness and image, focusing on improving the quality of service perceived by the client.
This project aims to develop a Marketing Plan for the construction and remodeling company Select Build. Founded in 2019, the company offers complete remodeling and construction services, from the project preparation phase to the completion of the project itself. Despite being a recent company, and still with little notoriety in the market, it has shown a very favorable growth in the last three years. However, the sector in which it operates is characterized by a high level of competition, so it is essential to develop strategies that boost its reputation and image, thus establishing differentiating competitive advantages. The study used a descriptive- exploratory methodology, with a deductive approach. First, secondary data was collected as part of the external analysis. This was followed by primary data collection, both quantitative and qualitative. For a better understanding of the company's current situation and its medium and long-term goals, two face-to-face interviews were conducted, namely with the manager and the sales team coordinator. Additionally, to understand their experience and perception towards the service provided by Select Build, three customers were remotely interviewed. Lastly, a questionnaire was conducted to infer potential clients’ expectations, as well as overall awareness and current brand image. Through the analysis performed, it was possible to define sustained marketing strategies and tactics, in order to develop brand awareness and image, focusing on improving the quality of service perceived by the client.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Plano de Marketing Qualidade do Serviço Notoriedade da Marca Arquitetura Construção Marketing Plan Service Quality Brand Awareness Architecture Construction
Contexto Educativo
Citação
Alves, Rafaela Silva Ramos (2022). “Plano de marketing para a empresa de remodelação e construção Select Build". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão