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Análise do reposicionamento do Restaurante The Poet - Relatório de estágio
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.09 MB | Adobe PDF |
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Abstract(s)
O presente relatório de estágio explicita e analisa a estratégia de reposicionamento do The Poet, restaurante do Renaissance Brussels Hotel, procurando perceber o impacto das mudanças implementadas no desempenho do restaurante. Baseando-se numa revisão de literatura sobre marketing digital, indicadores de performance e estratégias de reposicionamento, este relatório avalia indicadores-chave de desempenho de restauração e de marketing, como o número de clientes atendidos, receita, ticket médio, mas também o alcance digital, a conversão, relações-públicas e a qualidade do serviço.
As descobertas empíricas revelam um maior alcance digital e melhores taxas de conversão do website, corroborando com a literatura. No entanto, os dados também indicam um declínio no envolvimento do cliente, uma menor despesa média por cliente e uma redução da qualidade do serviço, como refletido nas classificações online. Estes resultados sugerem que, embora a estratégia de reposicionamento tenha atraído mais clientes, não se traduziu no aumento esperado das receitas ou numa melhor experiência do cliente. O relatório de estágio discute as implicações destes resultados mistos e recomenda direções para investigação futuras, incluindo a exploração de estratégias de marketing integradas, uma análise mais profunda da segmentação dos clientes e do comportamento dos gastos, e a potencial incorporação de experiências digitais imersivas.
This internship report explains and analyzes the repositioning strategy of The Poet, Renaissance Brussels Hotel’s restaurant, seeking to understand the impact of the changes implemented on the restaurant's performance. Based on a literature review on digital marketing, performance indicators and repositioning strategies, this report evaluates key restaurant and marketing performance indicators, such as coverage, revenue, average ticket, but also digital reach, conversion, public relations and service quality. Empirical findings reveal greater digital reach and better website conversion rates, corroborating the literature. However, the data also indicates a decline in customer engagement, a lower average spend per customer, and a reduction in service quality, as reflected in online ratings. These results suggest that although the repositioning strategy attracted more customers, it did not translate into the expected increase in revenue or a better customer experience. The internship report discusses the implications of these mixed results and recommends future research directions, including exploring integrated marketing strategies, deeper analysis of customer segmentation and spending behavior, and the potential incorporation of immersive digital experiences.
This internship report explains and analyzes the repositioning strategy of The Poet, Renaissance Brussels Hotel’s restaurant, seeking to understand the impact of the changes implemented on the restaurant's performance. Based on a literature review on digital marketing, performance indicators and repositioning strategies, this report evaluates key restaurant and marketing performance indicators, such as coverage, revenue, average ticket, but also digital reach, conversion, public relations and service quality. Empirical findings reveal greater digital reach and better website conversion rates, corroborating the literature. However, the data also indicates a decline in customer engagement, a lower average spend per customer, and a reduction in service quality, as reflected in online ratings. These results suggest that although the repositioning strategy attracted more customers, it did not translate into the expected increase in revenue or a better customer experience. The internship report discusses the implications of these mixed results and recommends future research directions, including exploring integrated marketing strategies, deeper analysis of customer segmentation and spending behavior, and the potential incorporation of immersive digital experiences.
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Reposicionamento Restauração Bar de cocktails Marketing Hotelaria