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Publication
Plano de Marketing para a Bué Fixe
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.01 MB | Adobe PDF |
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Abstract(s)
Num contexto onde existem milhares de ONG é percetível as dificuldades destas organizações em manterem-se no mercado por muitos anos, principalmente aquelas que têm pequena dimensão. Assim, para contornar esta situação, muitas delas passaram a olhar para o marketing como uma oportunidade para potenciarem as suas causas.
Deste modo, a ONG alvo de estudo do presente projeto, Bué Fixe, chegou a esta conclusão, visto as diversas dificuldades com que se tem vindo a deparar. Esta organização conta com mais de 10 anos de existência e encontra-se sedeada no conselho de Amadora.
Tem como missão educar, informar e sensibilizar os jovens para a temática das IST/VIH/Sida. Para cumprir a sua missão, a Bué Fixe, tem apresentado algumas limitações ao nível de recursos humanos e financeiros.
Assim, o presente projeto tem como principal objetivo levar a cabo a elaboração de um plano de marketing para esta organização, otimizando os seus recursos de forma a alavancar o seu crescimento, procedendo para isso algumas modificações no panorama de gestão de marketing.
Tendo em conta a análise de dados secundários efetuada ao longo do projeto, chegou-se à conclusão que os principais objetivos deste plano assentariam em mudanças ao nível da gestão e do processo de trabalho.
Com a execução deste plano espera-se que a Bué Fixe consiga atrair novos voluntários, reforçar a sua comunicação externa junto dos stakeholders e garantir parcerias estratégicas que contribuam para o desenvolvimento e crescimento da instituição, enquanto um todo.
In a context where there are many Non-Governmental Organizations (NGO), it is easy to understand that it is difficult for them stay in business for many years, mainly the smaller one. Thus, to overcome this situation, several NGO change their perspective about marketing, looking to it as a tool to promote their causes. The NGO Bué Fixe, the case study I´m working on, share this point of view due to several difficulties and obstacles they have been upon against. This NGO has more than 10 years of existence and it headquarter is in Amadora, Lisbon. Bué Fixe´s mission is to educate, inform and sensitize the youth in the fields of Sexually Transmitted Infections (STI), Human Immunodeficiency Virus (HIV) and Acquired Immune Deficiency Syndrome (AIDS). Bué Fixe has been confronted with financial and human resources problems to accomplish its mission. Therefore, the main goal of my dissertation is to create a marketing´s plan for this NGO that not only optimize their financial and human resources but also promote their growth. In order to Bué Fixe to accomplish these goals, I recommended some changes in the Bué Fixe´s marketing strategic. Considering the data analyses made, I conclude that the focus of this dissertation is the changes in the governance structures and in the work´s procedure. In conclusion, the goal of my dissertation is to reinforce the Bué Fixe´s external communication with the stakeholders and to help Bué Fixe to attract new members. Besides that, it is expected that Bué Fixe to ensure strategic partnership that contribute to Bué Fixe´s development ang growth.
In a context where there are many Non-Governmental Organizations (NGO), it is easy to understand that it is difficult for them stay in business for many years, mainly the smaller one. Thus, to overcome this situation, several NGO change their perspective about marketing, looking to it as a tool to promote their causes. The NGO Bué Fixe, the case study I´m working on, share this point of view due to several difficulties and obstacles they have been upon against. This NGO has more than 10 years of existence and it headquarter is in Amadora, Lisbon. Bué Fixe´s mission is to educate, inform and sensitize the youth in the fields of Sexually Transmitted Infections (STI), Human Immunodeficiency Virus (HIV) and Acquired Immune Deficiency Syndrome (AIDS). Bué Fixe has been confronted with financial and human resources problems to accomplish its mission. Therefore, the main goal of my dissertation is to create a marketing´s plan for this NGO that not only optimize their financial and human resources but also promote their growth. In order to Bué Fixe to accomplish these goals, I recommended some changes in the Bué Fixe´s marketing strategic. Considering the data analyses made, I conclude that the focus of this dissertation is the changes in the governance structures and in the work´s procedure. In conclusion, the goal of my dissertation is to reinforce the Bué Fixe´s external communication with the stakeholders and to help Bué Fixe to attract new members. Besides that, it is expected that Bué Fixe to ensure strategic partnership that contribute to Bué Fixe´s development ang growth.
Description
Keywords
Marketing Plano de Marketing ONG Voluntariado Bué Fixe