O plano de marketing: construção e aplicação do estudo a uma empresa do setor da restauração
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Data
2018
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Resumo
Dada a importância do tema no setor da restauração, propôs-se a criação de um Plano de Marketing para o snack-bar Coco Loco.
Para seguir com a investigação, foi necessário recorrer a uma revisão bibliográfica, que incidiu nas etapas do Plano de Marketing e no conteúdo de cada uma delas, e a um estudo empírico. Este foi realizado através de questionários, entregues a todos os consumidores que se encontravam no Coco Loco, durante dois dias, de modo a poder obter-se informações acerca das suas caraterísticas e opiniões. O processo de entrega resultou numa amostra de 349 questionários, sendo que só se puderam considerar 177 válidos. Para a análise dos dados, aplicaram-se técnicas de estatística descritiva e de inferência estatística.
Os resultados da análise contribuíram para identificar alguns pontos fracos da empresa: pouca atração sentida por parte dos jovens e residentes da Figueira em frequentar o estabelecimento; falha na diversidade dos produtos; inutilização das redes sociais; existência de parâmetros de qualidade que não se encontram ao nível da satisfação total dos clientes. Para além disso, demonstraram que existem diferenças no grau de satisfação entre clientes figueirenses e turistas portugueses, no que diz respeito à qualidade das instalações, e entre clientes figueirenses e turistas, relativamente à qualidade dos colaboradores.
Given the importance of the theme in the catering industry, it was proposed the construction of a Marketing Plan for the Coco Loco snack bar. To proceed with the investigation, it was necessary to gather some bibliographical contents, focused on the steps and contents of the Marketing Plan, and to conduct an empirical study. This one was carried out to obtain information about the Coco Loco customer’s characteristics and opinions, through questionnaires that were delivered to the clients who were in the snack bar, for two days. The delivery process resulted in 349 questionnaires but only 177 could be considered valid. For data analysis were used techniques of descriptive statistics and statistical inference. The results of the analysis performed contributed to identify some weaknesses of the company: little appeal felt by young people and the residents in frequenting the establishment; lack of diversity of products; insufficient use of social networks; existence of quality parameters which are not at the level of total customer’s satisfaction. They also demonstrate that there are differences in the degree of satisfaction between the residents and Portuguese tourists, when considering the quality of the facilities, and between the residents and tourists, both Portuguese and foreign, when considering the quality of employees.
Given the importance of the theme in the catering industry, it was proposed the construction of a Marketing Plan for the Coco Loco snack bar. To proceed with the investigation, it was necessary to gather some bibliographical contents, focused on the steps and contents of the Marketing Plan, and to conduct an empirical study. This one was carried out to obtain information about the Coco Loco customer’s characteristics and opinions, through questionnaires that were delivered to the clients who were in the snack bar, for two days. The delivery process resulted in 349 questionnaires but only 177 could be considered valid. For data analysis were used techniques of descriptive statistics and statistical inference. The results of the analysis performed contributed to identify some weaknesses of the company: little appeal felt by young people and the residents in frequenting the establishment; lack of diversity of products; insufficient use of social networks; existence of quality parameters which are not at the level of total customer’s satisfaction. They also demonstrate that there are differences in the degree of satisfaction between the residents and Portuguese tourists, when considering the quality of the facilities, and between the residents and tourists, both Portuguese and foreign, when considering the quality of employees.
Descrição
Orientação: Paula Rita Brito Vitorino de
Carvalho ; co-orientação: Ana Isabel Gonçalves da Costa Lorga da Silva
Palavras-chave
MESTRADO EM GESTÃO DE EMPRESAS, GESTÃO, GESTÃO DE EMPRESAS, MARKETING, PLANOS DE MARKETING, ESTRATÉGIAS DE MARKETING, RESTAURAÇÃO, MANAGEMENT, BUSINESS MANAGEMENT, MARKETING, MARKETING PLANS, MARKETING STRATEGIES, RESTAURANT BUSINESS