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Publication
Plano de marketing: Caso de estudo: Casulo Your Low Cost Stay-Over
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.73 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O desenvolvimento deste projeto nasceu da necessidade de implementar um plano de marketing
para o estabelecimento Casulo – Your Low Cost Stay-Over, de forma a trabalhar a relação da
empresa com os clientes chegando à sua fidelização ao fim do primeiro contrato, aumentando
assim a popularidade da empresa através do “passa palavra” e consequentemente aumentar as
vendas e ocupação, principalmente entre o fim de um ano letivo e início do seguinte.
Foi feito um estudo de caso utilizando a metodologia da pesquisa e revisão bibliográfica de
conceitos como marketing, turismo, marketing em hotelaria e foram feitas várias análises à
empresa nomeadamente aos macro e micro ambiente.
O estudo de caso serviu para serem percebidas as forças, fraquezas, ameaças e oportunidades
da empresa, tal como quais os principais concorrentes e o que os diferencia. Foram percebidas
as necessidades e estratégias atuais do Casulo e nesse sentido, foram traçados objetivos
específicos, mensuráveis, alcançáveis, relevantes e temporais e o que podia ser feito através do
plano de marketing de forma a cumprir esses objetivos estabelecidos.
Um dos objetivos do plano de marketing é a retenção os clientes atuais e atrair novos clientes,
sendo o principal foco, o marketing relacional através dos meios online. Outro objetivo é alargar
o Casulo para o cliente turista nomeadamente em época alta (julho e agosto). Esses objetivos
poderão ser atingidos através de um conjunto de ações que vão desde a implementação de um
calendário de postagens anual, a postagens relativas a eventos de verão na cidade uns meses
antes de acontecerem e até a giveaways de forma a ganhar seguidores e visibilidade nas redes
sociais. Por fim, conclui-se que aplicando as estratégias adequadas, será possível atingir os objetivos
propostos.
The development of this project was born from the need to implement a marketing plan for Casulo – Your Low Cost Stay-Over establishment, in order to work on the company's relationship with customers, achieving loyalty at the end of the first contract, thus increasing popularity of the company through word of mouth and consequently increase sales and occupancy, mainly between the end of academic year and the beginning of the next. A case study was carried out using research methodology and bibliographical review of concepts such as marketing, tourism, hotel marketing and several analyzes were carried out on the company, particularly the macro and micro environment. The case study served to understand the company's strengths, weaknesses, threats and opportunities, as well as who the main competitors are and what differentiates them. Casulo's current needs and strategies were perceived and in this sense, specific, measurable, achievable, relevant and time-bound objectives were outlined and what could be done through the marketing plan in order to meet these established objectives. One of the objectives of the marketing plan is to retain current customers and attract new ones, with the main focus being relationship marketing through online media. Another objective is to expand Casulo to tourist customers, particularly in high season (July and August). These objectives can be achieved through a set of actions that range from the implementation of an annual posting calendar, to posts relating to summer events in the city a few months before they happen and even do some giveaways in order to gain followers and visibility on social networks. Finally, it is concluded that by applying the appropriate strategies, it will be possible to achieve the proposed objectives.
The development of this project was born from the need to implement a marketing plan for Casulo – Your Low Cost Stay-Over establishment, in order to work on the company's relationship with customers, achieving loyalty at the end of the first contract, thus increasing popularity of the company through word of mouth and consequently increase sales and occupancy, mainly between the end of academic year and the beginning of the next. A case study was carried out using research methodology and bibliographical review of concepts such as marketing, tourism, hotel marketing and several analyzes were carried out on the company, particularly the macro and micro environment. The case study served to understand the company's strengths, weaknesses, threats and opportunities, as well as who the main competitors are and what differentiates them. Casulo's current needs and strategies were perceived and in this sense, specific, measurable, achievable, relevant and time-bound objectives were outlined and what could be done through the marketing plan in order to meet these established objectives. One of the objectives of the marketing plan is to retain current customers and attract new ones, with the main focus being relationship marketing through online media. Another objective is to expand Casulo to tourist customers, particularly in high season (July and August). These objectives can be achieved through a set of actions that range from the implementation of an annual posting calendar, to posts relating to summer events in the city a few months before they happen and even do some giveaways in order to gain followers and visibility on social networks. Finally, it is concluded that by applying the appropriate strategies, it will be possible to achieve the proposed objectives.
Description
Keywords
Marketing em hotelaria Marketing relacional Alojamento Plano de marketing Marketing in hospitality Relationship marketing Accommodation Marketing plan