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Publication
SACCA: lançamento digital de uma marca de vestuário
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 11.45 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O objetivo do presente estudo é desenvolver de um plano de negócios para a criação de uma
nova marca de roupa sustentável portuguesa com o nome de SACCA. Esta é uma marca que
procura inspirar os seus seguidores a cumprir os seus objetivos e a lutar pelos seus sonhos. Luta
contra a ideia de que as pessoas estão limitadas ao meio em que nasceram e que não podem
lutar para conquistar mais e chegar mais longe. Trata-se de um projeto empresarial com o
propósito de levar a cabo a realização de um plano de negócios, para implementar e estruturar
a SACCA no mercado. Envolve uma análise da empresa a nível interno e externo e a elaboração
de uma estratégia de implementação no mercado, bem como a estratégia de marketing digital
que vai ser adotada. Desta forma foi levada a cabo uma investigação como forma de apoiar e
sustentar o desenvolvimento do plano de negócios e a estratégia a empresa. Esta consistiu num
estudo com o objetivo de entender quais as motivações do público-alvo na compra de marcas
de vestuário, entender o seu comportamento online, aferir a sua disponibilidade financeira para
adquirir os produtos da SACCA e compreender a importância que este dá ao envolvimento
entre si e as marcas de vestuário. O presente estudo seguiu uma abordagem quantitativa e foi
apresentado a uma amostra por conveniência, para o qual se recorreu à implementação de um
questionário online, obtendo uma amostra total de 434 inquiridos. Os resultados obtidos no
estudo mostram-se bastante favoráveis à implementação da marca no mercado e permitiram
adquirir conhecimentos acerca do comportamento online de consumidor, que foram
imprescindíveis para o desenvolvimento da estratégia da marca.
The purpose of this project is to develop a business plan for the creation of a new sustainable portuguese fashion brand, named SACCA. This is a brand that aims to inspire its followers to fulfill their goals and fight for their dreams. It fights against the idea that people are limited to the environment in which they was born in and that they cannot fight to achieve more and go further. This consists in a business project with the purpose of carrying out a business plan to implement and structure SACCA in the market. It involves an analysis of the company internally and externally, the market implementation strategy and the digital marketing strategy that will be adopted. Therefore an investigation was carried out as a way of supporting and sustaining the development of the business plan and the company’s strategy. This consisted in a study, with the purpose of understanding what motivates the consumer to purchase from a clothing brand, understanding their online behavior, to measure their financial availability to purchase SACCA’s products and to understand the importance that is given by the consumers to their engagement with clothing brands. This investigation followed a quantitative approach and was submitted to a convenience sample through a questionnaire that obtained a total sample of 434 respondents. The results obtained in the study have revealed very favorable for the brand’s market entry and have allowed to collect knowledge about the consumer’s online behavior, that were of the utmost importance for the development of the brand’s strategy.
The purpose of this project is to develop a business plan for the creation of a new sustainable portuguese fashion brand, named SACCA. This is a brand that aims to inspire its followers to fulfill their goals and fight for their dreams. It fights against the idea that people are limited to the environment in which they was born in and that they cannot fight to achieve more and go further. This consists in a business project with the purpose of carrying out a business plan to implement and structure SACCA in the market. It involves an analysis of the company internally and externally, the market implementation strategy and the digital marketing strategy that will be adopted. Therefore an investigation was carried out as a way of supporting and sustaining the development of the business plan and the company’s strategy. This consisted in a study, with the purpose of understanding what motivates the consumer to purchase from a clothing brand, understanding their online behavior, to measure their financial availability to purchase SACCA’s products and to understand the importance that is given by the consumers to their engagement with clothing brands. This investigation followed a quantitative approach and was submitted to a convenience sample through a questionnaire that obtained a total sample of 434 respondents. The results obtained in the study have revealed very favorable for the brand’s market entry and have allowed to collect knowledge about the consumer’s online behavior, that were of the utmost importance for the development of the brand’s strategy.
Description
Keywords
Plano de Negócios Marketing Digital E-Commerce Empreendedorismo Moda