O planeamento e gestão da rota aérea Maputo-Lisboa-Maputo: um caso empírico aplicado à LAM – Linhas Aéreas de Moçambique
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2020
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Esta dissertação de mestrado apresenta um estudo que tem como objetivo o planeamento
e a gestão da rota Maputo-Lisboa através da análise de fatores que influenciam na sua
conceção e no setor do transporte aéreo, desde a análise externa ou da envolvente do seu
mercado (a análise PESTEL) e análise interna, que concerne a parte da avaliação dos
concorrentes, passando pela análise SWOT(pontos fortes, pontos fracos, oportunidades e
ameaças) e traçando estratégias de forma a atrair os passageiros, melhorar os serviços e
lidar com as adversidades que surgirem ao longo do processo de modo a manter a rota.
O presente trabalho tem também como objetivo, fornecer um estudo completo e preciso
que auxilie os profissionais no setor aeronáutico, principalmente os funcionários que
desempenham funções no departamento comercial, mas também aos estudantes
académicos, a terem uma noção geral dos procedimentos e fatores que regem o
planeamento de uma rota aérea, além do fornecer informações pertinentes em termos de
apoio no processo de tomada de decisões.
A metodologia aplicada nesta dissertação foram o estudo de caso e entrevista
semiestruturada, porque permite ao pesquisador aprofundar mais o conhecimento sobre
determinada entidade e extrair informações que possibilitam um trabalho bastante rico e
espera-se como resultado um crescimento de três porcento no transporte de passageiros e
maior quota no seu hub principal. A dissertação encontra-se organizada por oito capítulos,
em que o primeiro se dedica a parte introdutória do mesmo, no segundo capítulo é feita a
revisão da literatura abordando tópicos relacionados ao marketing, especificamente ao
planeamento de uma rota aérea, como o a análise do meio envolvente geral e específico,
análise SWOT e objetivos de marketing, baseado no modelo de Kotler. Os últimos dois
capítulos abordam a metodologia de investigação utilizada, análise de dados recolhidos
mediante a pesquisa implementada e as principais conclusões retiradas, respetivamente.
This master's dissertation presents a study that aims to plan and manage the Maputo Lisbon route through the analysis of factors that influence its design and the air transport sector, from the external analysis or the market environment (the PESTEL analysis) and internal analysis, which concerns the part of the evaluation of competitors, passing through the SWOT analysis and devising strategies in order to attract passengers, improve services and deal with the adversities that arise along the process in order to maintain the route. This investigation also aims to provide a complete and accurate study that helps professionals in the aeronautical sector, especially employees who work in the commercial department, but also to academic students, to have a general understanding of the procedures and factors that govern planning an air route, in addition to providing relevant information in terms of support in the decision-making process. The methodology applied in this dissertation was the case study and semi-structured interview, because it allows the researcher to further deepen the knowledge about a certain entity and extract information that in turn results in a holistically broad scope research and as result, three percent growth in passenger transport is expected and a larger share in its main hub. The dissertation is outlined in eight chapters, in which the first is dedicated to the introductory part of it, in the second chapter the literature review is made addressing topics related to marketing, specifically the planning of an air route, such as the analysis of the general and specific environment, Swot analysis and marketing objectives, based on the Kotler model. The last two chapters address the research methodology used, analysis of data collected through the implemented research and the main conclusions drawn, respectively.
This master's dissertation presents a study that aims to plan and manage the Maputo Lisbon route through the analysis of factors that influence its design and the air transport sector, from the external analysis or the market environment (the PESTEL analysis) and internal analysis, which concerns the part of the evaluation of competitors, passing through the SWOT analysis and devising strategies in order to attract passengers, improve services and deal with the adversities that arise along the process in order to maintain the route. This investigation also aims to provide a complete and accurate study that helps professionals in the aeronautical sector, especially employees who work in the commercial department, but also to academic students, to have a general understanding of the procedures and factors that govern planning an air route, in addition to providing relevant information in terms of support in the decision-making process. The methodology applied in this dissertation was the case study and semi-structured interview, because it allows the researcher to further deepen the knowledge about a certain entity and extract information that in turn results in a holistically broad scope research and as result, three percent growth in passenger transport is expected and a larger share in its main hub. The dissertation is outlined in eight chapters, in which the first is dedicated to the introductory part of it, in the second chapter the literature review is made addressing topics related to marketing, specifically the planning of an air route, such as the analysis of the general and specific environment, Swot analysis and marketing objectives, based on the Kotler model. The last two chapters address the research methodology used, analysis of data collected through the implemented research and the main conclusions drawn, respectively.
Descrição
Orientação: José Manuel Ivo Carvalho Vicente
Palavras-chave
MESTRADO EM GESTÃO AERONÁUTICA, GESTÃO AERONÁUTICA, AVIATION MANAGEMENT, TRANSPORTES AÉREOS, AIR TRANSPORT, ROTAS AÉREAS, AIR ROUTES, COMPANHIAS AÉREAS, AIRLINES, GESTÃO, MANAGEMENT, ESTRATÉGIA, STRATEGY, MOÇAMBIQUE, MOZAMBIQUE