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Publication
Lançamento de um novo serviço na EUROPALCO: Máquina de Impressão 3D
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 8.55 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Vinda de Desporto, que sempre foi a minha área de eleição, decidi por vários motivos
embarcar numa outra em expansão que é o Marketing. Desde o início do Mestrado em Gestão
de Marketing, que tinha muita vontade em realizar um estágio profissional, com o intuito de
pôr em prática os conteúdos abordados no curso e assim perceber como funciona o marketing
dentro de uma organização.
Dia 2 de Setembro de 2019 é o primeiro dia no estágio, estou nervosa e com imensas
expectativas, sendo recebida de braços abertos pela minha orientadora. Houve uma sessão de
acolhimento e de seguida, começámos o trabalho. Passados alguns dias, foi-me transmitida a
informação de que no próximo ano (2020) a EUROPALCO iria adquirir uma nova máquina
para disponibilizar um novo serviço para os seus clientes: a Impressão 3D. Rapidamente decidi
que iria desenvolver um projeto para a empresa e que esse seria o meu tema. A ideia principal
deste projeto é então a elaboração de um plano de marketing que vise comunicar aos clientes
este novo serviço disponibilizado pela empresa,sobretudo às agências de eventos e às empresas,
que são o Target da EUROPALCO.
Estamos perante uma organização de prestação de serviços inserida no setor do turismo
e sobretudo dos eventos, logo os temas de revisão de literatura são sobretudo o Turismo,
Marketing de Serviços, Stakeholders e tudo o que envolver o serviço em questão, desde o que
é, como se processa, e quais as suas limitações e possibilidades. Após esta revisão, torna-se
fundamental analisar todo o ecossistema da empresa, analisando os fatores que influenciam a
organização tanto de forma interna como externa.
De seguida, será implementada a metodologia composta por uma Observação num
evento, e um conjunto de Entrevistas a algumas empresas de variadossetores como a decoração,
hotelaria, eventos, etc. Osresultados desta metodologia levarão à Análise Estratégica do Projeto
e ao Enquadramento dessas Opções Estratégicas do mesmo. Ou seja, serão desenvolvidas e
detalhadas estratégias para comunicar o novo serviço da empresa. Por fim, irei expôr todas as
minhas conclusões acerca do estudo e projeto realizado, dando recomendações para que a
organização consiga obter resultados deste novo serviço
Coming from Sports, which has always been my area of choice, I decided for various reasons to embark on an expanding one which is Marketing. Since the beginning of the Master in Marketing Management, I had a great desire to carry out a professional internship, in order to put into practice the contents covered in the course and thus understand how marketing works within an organization. September 2, 2019, the first day of my internship, I am nervous and with immense expectations, being welcomed with open arms by my advisor. There was a welcoming session and then we started to work. After a few days, I was informed that next year (2020) EUROPALCO would acquire a new machine to provide a new service for its customers: 3D printing. I quickly decided that I would develop a project for the company and that that would be my theme. The main idea of this project is then the elaboration of a marketing plan that aims to communicate to customers this new service provided by the company, especially to the event agencies and companies, which are EUROPALCO's Target. We are dealing with a service provision organization within the events sector, so the literature review themes are mainly Marketing of Services, Stakeholders and everything that involves the service in question, from what it is, how it is processed, and which its limitations and possibilities. After this review, it is essential to analyze the entire ecosystem of the company, analyzing the factors that influence the organization both internally and externally. Then, the methodology consisting of an Observation at an event, and a set of Interviews to some companies from various sectors such as decoration, hotels, events, etc. will be implemented. The results of this methodology will lead to the Strategic Analysis of the Project and the Framework of these Strategic Options. That is, strategies will be developed and detailed to communicate the new service of the company. Finally, I will expose all my conclusions about the study and project carried out, giving recommendations for the organization to obtain results from this new service.
Coming from Sports, which has always been my area of choice, I decided for various reasons to embark on an expanding one which is Marketing. Since the beginning of the Master in Marketing Management, I had a great desire to carry out a professional internship, in order to put into practice the contents covered in the course and thus understand how marketing works within an organization. September 2, 2019, the first day of my internship, I am nervous and with immense expectations, being welcomed with open arms by my advisor. There was a welcoming session and then we started to work. After a few days, I was informed that next year (2020) EUROPALCO would acquire a new machine to provide a new service for its customers: 3D printing. I quickly decided that I would develop a project for the company and that that would be my theme. The main idea of this project is then the elaboration of a marketing plan that aims to communicate to customers this new service provided by the company, especially to the event agencies and companies, which are EUROPALCO's Target. We are dealing with a service provision organization within the events sector, so the literature review themes are mainly Marketing of Services, Stakeholders and everything that involves the service in question, from what it is, how it is processed, and which its limitations and possibilities. After this review, it is essential to analyze the entire ecosystem of the company, analyzing the factors that influence the organization both internally and externally. Then, the methodology consisting of an Observation at an event, and a set of Interviews to some companies from various sectors such as decoration, hotels, events, etc. will be implemented. The results of this methodology will lead to the Strategic Analysis of the Project and the Framework of these Strategic Options. That is, strategies will be developed and detailed to communicate the new service of the company. Finally, I will expose all my conclusions about the study and project carried out, giving recommendations for the organization to obtain results from this new service.
Description
Keywords
Impressão 3D Agências de Eventos Empresas Marketing de Serviços Stakeholders Comunicação