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Estratégias de desenvolvimento para o sucesso. Estudo de caso: TAP AIR Portugal
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Abstract(s)
A presente dissertação pretende apresentar uma breve análise sobre quais foram as estratégias de desenvolvimento da TAP Air Portugal, nos últimos cinco anos, tendo em conta que apresentava resultados extremamente negativos há cerca de dez anos atrás e agora apresenta resultados menos negativos.
Cada vez mais, Portugal vem-se a destacar como um país que oferece condições para uma expansão sustentável do turismo e, gradualmente, tem havido concomitantemente uma aposta no desenvolvimento do turismo por parte do governo e de empresários do setor. Neste contexto, seria inevitável que a única companhia aérea portuguesa não acompanhasse esse processo de crescimento em ordem a melhorar os seus resultados.
Nesse sentido, fez-se uma análise interna e externa da TAP Air Portugal que resultou na identificação de estratégias de desenvolvimento já existentes e outras possíveis de implementar, justamente com o objetivo de aumentar a potencialidade da oferta da companhia aérea nos vários mercados em que já atua e também para novos mercados.
De forma a obter dados relevantes para esta investigação, obteve-se documentação relevante interna e relatórios oficiosos de diferentes departamentos dentro da área financeira e de planeamento. A gestão documental foi recolhida de forma a tentar entender os dados financeiros estudados e as opções tomadas ano após ano, dentro da delimitação temporal observada nesta investigação.
Consequentemente, foram robustecidas propostas estratégicas para potenciar o sucesso da TAP Air Portugal, após análise estratégica em termos contextuais, transacionais e internos.
This dissertation intends to present a brief analysis on what were the TAP AIR Portugal development strategies, taking in consideration that, about a decade ago, the company presented extremely negative results and now they are increasingly less negative. Portugal has been presenting itself as country that stands out in the accessibilities and conditions for a sustainable expansion of tourism. Moreover, the government has identified tourism as one of the main drivers for the development and growth of the country. Moreover, the huge investment that is being made by the tourism entrepreneurs, it would be inevitable, for the only Portuguese air company, to follow that growth process and improve their results. Thereby, an internal and external analysis has been made to TAP AIR Portugal, which resulted in development strategies created with the goal of increasing the potential of the airline company offer, not only the several markets they already operate but also to launch new routes and markets. In order to obtain relevant data for this research, an inquiry was developed for the top management of the different financial departments within TAP AIR Portugal. The questions were created in a way to understand the financial data in scope and the options that took place year by year. Accordingly, to the data gathered, the internal and external background, allying strengths and weaknesses and identifying the sector´s threats and opportunities, new development strategies for TAP AIR Portugal success were outlined with this research
This dissertation intends to present a brief analysis on what were the TAP AIR Portugal development strategies, taking in consideration that, about a decade ago, the company presented extremely negative results and now they are increasingly less negative. Portugal has been presenting itself as country that stands out in the accessibilities and conditions for a sustainable expansion of tourism. Moreover, the government has identified tourism as one of the main drivers for the development and growth of the country. Moreover, the huge investment that is being made by the tourism entrepreneurs, it would be inevitable, for the only Portuguese air company, to follow that growth process and improve their results. Thereby, an internal and external analysis has been made to TAP AIR Portugal, which resulted in development strategies created with the goal of increasing the potential of the airline company offer, not only the several markets they already operate but also to launch new routes and markets. In order to obtain relevant data for this research, an inquiry was developed for the top management of the different financial departments within TAP AIR Portugal. The questions were created in a way to understand the financial data in scope and the options that took place year by year. Accordingly, to the data gathered, the internal and external background, allying strengths and weaknesses and identifying the sector´s threats and opportunities, new development strategies for TAP AIR Portugal success were outlined with this research
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Keywords
Aviação TAP Air Portugal Viagens Estratégia Clientes Sucesso