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O caso do plano de marketing da estrutura residencial para pessoas idosas da Santa Casa da Misericórdia de Espinho
| Name: | Description: | Size: | Format: | |
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| O caso do plano de marketing da estrutura residencial para pessoas idosas da Santa Casa da Misericórdia de Espinho | 1.72 MB | Adobe PDF |
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Abstract(s)
O presente trabalho teve como principal objetivo a elaboração de um plano de marketing para a Estrutura Residencial para Pessoas Idosas da Santa Casa da Misericórdia de Espinho, enquanto ferramenta de gestão. Para isso, foi efetuada a revisão bibliográfica nas áreas do envelhecimento, institucionalização, economia social, marketing e marketing social, bem como sobre plano de marketing.
O envelhecimento da população é o tema da atualidade e a preocupação do futuro, uma vez que o aumento do número de idosos exige uma adaptação do mercado, no sentido de ir de encontro às necessidades desta faixa etária e seus familiares. A alteração na estrutura familiar e no mercado de trabalho exigem que os cuidados aos mais velhos sejam muitas vezes prestados por entidades externas, sendo por isso importante o aumento e diversidade das respostas.
Outra preocupação que está intrinsecamente relacionada com a emergência de criação de respostas sociais adaptadas prende-se com a sustentabilidade das mesmas, especialmente aquelas que carecem de apoios estatais.
Neste contexto o marketing, enquanto ferramenta de gestão pode e deve ser utilizado pelas organizações sem fins lucrativos. Com a sua missão de serviço e apoio ao bem-estar do outro, necessitam também de garantir que esse apoio é fornecido de forma permanente e sustentável.
Assim, muitas instituições deparam-se com a necessidade de adoção de estratégias que visem o cumprimento dos objetivos a que se propõem, desconhecendo que o plano de marketing é a ferramenta mais adequada para isso. Demonstrar a importância desta ferramenta ao serviço das organizações sem fins lucrativos, é prepará-las para um futuro próximo em que os financiamentos estatais serão reduzidos e será necessário um conjunto de acções que garantam a sustentabilidade das mesmas.
The main goal of this project was to elaborate a Marketing Plan as a management tool to the Residential Structure for Elderly People at Santa Casa da Misericordia in Espinho. In order to accomplish this purpose, the literature review addressed the following topics: ageing, institutionalization, social economy, marketing and social marketing, as well the marketing plan. The ageing of population is a current topic and also a concern for the future, considering that the increasing number of elderly people requires an adjustment from the market, aiming at the fulfilment of the needs of this age group and their families. The changes that occurred in the family structure and in the work market imply that the care to elderly people is often provided by external entities, thus being important to increase the number and diversity of the solutions. Another concern intrinsically connected with the urgent need to create adjusted social answers is related to the sustainability of those solutions, mainly those that are depending on state subsidies. Within this scope, marketing, as a management tool, can and should be used by non-profit organizations. Their service and support mission is to assure the well-being of the others, so they also have to guarantee that this support is provided on a permanent and sustainable basis. Consequently, many institutions face the need to adopt strategies that may allow the compliance of the goals previously defined, without realizing that the marketing plan is the perfect tool for that purpose. If we establish the importance of this tool, which can be used by non-profit organizations, we will also be preparing them for a near future in which financial subsidies will be reduced and a set of actions will be necessary to assure their sustainability.
The main goal of this project was to elaborate a Marketing Plan as a management tool to the Residential Structure for Elderly People at Santa Casa da Misericordia in Espinho. In order to accomplish this purpose, the literature review addressed the following topics: ageing, institutionalization, social economy, marketing and social marketing, as well the marketing plan. The ageing of population is a current topic and also a concern for the future, considering that the increasing number of elderly people requires an adjustment from the market, aiming at the fulfilment of the needs of this age group and their families. The changes that occurred in the family structure and in the work market imply that the care to elderly people is often provided by external entities, thus being important to increase the number and diversity of the solutions. Another concern intrinsically connected with the urgent need to create adjusted social answers is related to the sustainability of those solutions, mainly those that are depending on state subsidies. Within this scope, marketing, as a management tool, can and should be used by non-profit organizations. Their service and support mission is to assure the well-being of the others, so they also have to guarantee that this support is provided on a permanent and sustainable basis. Consequently, many institutions face the need to adopt strategies that may allow the compliance of the goals previously defined, without realizing that the marketing plan is the perfect tool for that purpose. If we establish the importance of this tool, which can be used by non-profit organizations, we will also be preparing them for a near future in which financial subsidies will be reduced and a set of actions will be necessary to assure their sustainability.
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Keywords
Envelhecimento Institucionalização Marketing Marketing social Plano de marketing Organizações sem fins lucrativos