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As práticas de marketing na adega cooperativa de Palmela
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Advisor(s)
Abstract(s)
Vivemos hoje, em termos económicos e não só, talvez dos tempos mais voláteis e
turbulentos na história da humanidade. A globalização quase plena dos mercados,
alavancada pelos novos recursos tecnológicos, particularmente ao nível das tecnologias da
informação e comunicação, levam à rápida disseminação das alterações económicas,
sociais e culturais de forma global, impactando, influenciando e afetando os consumidores
e os ambientes contextuais e transacionais das organizações e, dessa forma, as empresas
que neles operam.
Não sendo a globalização “novidade” para a indústria portuguesa dos vinhos, tendo
mesmo sido esta indústria uma das pioneiras nessa vertente ao nível da exportação, a
integração na então C.E.E., agora União Europeia, com a Política Agrícola Comum,
P.A.C., em conjunto com a abertura dos mercados, representaram grandes alterações para
esta indústria e novos desafios para a mesma. Com cerca de 300 associados e uma
produção anual em torno dos 8 milhões de litros de vinho que geram um volume de
vendas/ano de cerca de 6 milhões de euros, a Adega Cooperativa de Palmela, embora com
relativo peso económico no panorama nacional, é uma das maiores empresas vitivinícolas
na Península de Setúbal, tendo um enorme peso na economia local, particularmente na
agrícola, sendo mesmo vital para muitos viticultores. Fundada em 1955, a Adega
Cooperativa de Palmela tem sido confrontada com as diversas alterações no mercado
decorridas ao longo dos tempos. Porém, como atende a Adega Cooperativa de Palmela os
seus consumidores e as suas necessidades? Como as satisfaz? Quais as suas práticas de
marketing?
“As práticas de marketing na Adega Cooperativa de Palmela” é assim o tema desta
dissertação de mestrado onde, por via da metodologia de estudo de caso, após revisão
bibliográfica, recorrendo a análise documental, dados e observações e a entrevistas a
“testemunhas privilegiadas”, iremos analisar quais as práticas de marketing efetuadas na
Adega Cooperativa de Palmela.
Today we are living, not only but also in economic terms, perhaps the most turbulent and volatile times in the history of mankind. The almost full globalization of markets, leveraged by new technological resources, particularly at information and communication technologies level, leads to a fast global spread of economic, social and cultural changes, impacting, inducing and affecting consumers and organization's operating and external environments and, therefore, the companies operating in them. The globalization is not "newness" for the Portuguese wine industry as this industry is a globalization’s pioneering industry, at least at the export level. However, the integration in the former EEC, now European Union, with the Common Agricultural Policy, CAP, along with the markets opening, it represents major changes for this industry and brought new challenges to it. Having about 300 partners, an annual wine production of circa 8 million liters generating an annual turnover circa 6 million euros, the Adega Cooperativa de Palmela, although with relative economic weight in the national outlook, is one of the largest wine companies in the Península of Setúbal, having a huge influence in the local economy, particularly in the agricultural sector, being even vital for many winegrowers. Established in 1955, the Adega Cooperativa de Palmela has faced various market changes over time. However, how does Adega Cooperativa de Palmela serves its consumers and their needs? How satisfies them? What marketing practices they have? "The Marketing Practices at the Adega Cooperativa de Palmela" is thus the theme of this Master's Thesis where, using the case study methodology, after a bibliographic review and using documentary analysis, data and observations and interviews with "privileged witnesses", we will analyze the sort of marketing practices the Adega Cooperativa de Palmela is performing.
Today we are living, not only but also in economic terms, perhaps the most turbulent and volatile times in the history of mankind. The almost full globalization of markets, leveraged by new technological resources, particularly at information and communication technologies level, leads to a fast global spread of economic, social and cultural changes, impacting, inducing and affecting consumers and organization's operating and external environments and, therefore, the companies operating in them. The globalization is not "newness" for the Portuguese wine industry as this industry is a globalization’s pioneering industry, at least at the export level. However, the integration in the former EEC, now European Union, with the Common Agricultural Policy, CAP, along with the markets opening, it represents major changes for this industry and brought new challenges to it. Having about 300 partners, an annual wine production of circa 8 million liters generating an annual turnover circa 6 million euros, the Adega Cooperativa de Palmela, although with relative economic weight in the national outlook, is one of the largest wine companies in the Península of Setúbal, having a huge influence in the local economy, particularly in the agricultural sector, being even vital for many winegrowers. Established in 1955, the Adega Cooperativa de Palmela has faced various market changes over time. However, how does Adega Cooperativa de Palmela serves its consumers and their needs? How satisfies them? What marketing practices they have? "The Marketing Practices at the Adega Cooperativa de Palmela" is thus the theme of this Master's Thesis where, using the case study methodology, after a bibliographic review and using documentary analysis, data and observations and interviews with "privileged witnesses", we will analyze the sort of marketing practices the Adega Cooperativa de Palmela is performing.
Description
Dissertação apresentada para cumprimento dos requisitos necessários à obtenção do
grau de
Mestre em Ciências Empresariais
Ramo Gestão de P.M.E.
Keywords
Práticas de Marketing Vinho Adega Cooperativa de Palmela Gestão Setor Vinícola Península de Setúbal Marketing Practices Wine Management Wine Sector
Citation
Publisher
Instituto Politécnico de Setúbal. Escola Superior de Ciências Empresariais