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Projeto de marketing interno para o Grupo EDP
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| 1.68 MB | Adobe PDF |
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Abstract(s)
O objectivo deste estudo é analisar a estratégia de marketing interno da EDP. Para cumprir este propósito, procedeu-se a uma análise qualitativa, isto para avaliação do impacto das medidas que a EDP está a adotar para aumentar o engagement com as suas pessoas e, consequentemente, ter melhores resultados financeiros. A escolha da EDP é inequívoca, uma vez que é esta marca, em contexto português, aquela que é mais reconhecida pela qualidade do seu marketing interno.
Ao longo deste projeto também se mostra como as empresas enfrentam uma competição nunca antes vista, independentemente do seu setor de atividade, e que é por isso que o marketing interno entra em cena e se assume como uma ferramenta nevrálgica no mapa do sucesso das organizações, pois quer-se que a qualidade do marketing interno de uma empresa seja proporcional ao seu nível de produtividade
No fim do projeto, concluiu-se que há ainda margem para melhoria desta estratégia na EDP, sendo que é importante referir que os colaboradores deste grupo empresarial estão satisfeitos com as medidas que a empresa tem tomado para os motivar, focar e reconhecer. Este trabalho propõe ainda, através de algumas medidas, um reforço desta estratégia de marketing interno da EDP.
The objective of this study is to analyze EDP's internal marketing strategy. To achieve this purpose, this project conducted a qualitative analysis, to evaluate the impact of the measures which EDP is adopting to increase the engagement as its people and consequently, to have better financial results. The choice of EDP is unequivocal, since it is this brand, in Portuguese market, that is more recognized by the quality of its Internal Marketing. Throughout this project it is also shown how companies, nowadays, face a competition never sight, independently of their sector of activity. Under this unique landscape, internal marketing comes on the scene and assumes itself as a key tool to map the success of organizations At the end of the project, it was concluded that there is still room for improvement of EDP´s internal marketing policy, although EDP´s employees are satisfied with the measure that the company has taken motivate them, focus them and recognize their performance. This work also proposes, through some measures, a reinforcement of EDP's internal marketing strategy.
The objective of this study is to analyze EDP's internal marketing strategy. To achieve this purpose, this project conducted a qualitative analysis, to evaluate the impact of the measures which EDP is adopting to increase the engagement as its people and consequently, to have better financial results. The choice of EDP is unequivocal, since it is this brand, in Portuguese market, that is more recognized by the quality of its Internal Marketing. Throughout this project it is also shown how companies, nowadays, face a competition never sight, independently of their sector of activity. Under this unique landscape, internal marketing comes on the scene and assumes itself as a key tool to map the success of organizations At the end of the project, it was concluded that there is still room for improvement of EDP´s internal marketing policy, although EDP´s employees are satisfied with the measure that the company has taken motivate them, focus them and recognize their performance. This work also proposes, through some measures, a reinforcement of EDP's internal marketing strategy.
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Keywords
Marketing interno Motivação Recursos humanos Marketing EDP Projeto de mestrado