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Publication
Plano de Marketing SAAS CORE
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6.23 MB | Adobe PDF |
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Abstract(s)
O “Plano de Marketing do SaaS CORE”, surge como resultado do plano estratégico da ROOX, sendo o CORE uma evolução do produto líder de mercado JVRIS, como software de gestão para escritórios de advocacia. Este produto assume uma estratégia de substituição, motivado pela necessidade de atualização tecnológica do JVRIS para o mesmo segmento de clientes. De forma adicional, o CORE, sendo um concentrador de produtos, permite trabalhar uma estratégia de expansão, por via do cross-selling de ou-tros softwares.
Este projeto profissional, segue o referencial de Kotler, sendo precedido da revisão da literatura orientada aos temas do plano de marketing, assim como contextos tecnoló-gicos e de negócio do mercado da advocacia. A revisão da literatura, para além de apoi-ar na estruturação do plano de marketing, serve de apoio na construção do inquérito dirigido aos advogados portugueses, subordinado ao tema “Adoção de sistemas de in-formação pelos Advogados”, o qual fornece elementos diversos para ajuste no compos-to de marketing do CORE. O plano de marketing é assim estruturado pela análise inter-na e externa, segmentação, mercado alvo e posicionamento assim como SWOT dinâmi-ca suportada pela consolidação das diversas análises. Uma vez que o produto CORE incorpora serviços, sendo um misto de tangível e intangível, é desenvolvido um com-posto de marketing assente nos 7Ps, o qual resulta em ações a desenvolver pelas diver-sas áreas, sendo o resultado medido pelos diversos KPI’s.
This "Marketing Plan of SaaS CORE" professional project, emerges from the stra-tegic plan of ROOX, being the "CORE" an evolution of the market leader for manage-ment software for law firms called "JVRIS". This product "CORE" assumes a substitu-tion strategy, derived by the need for technological update of "JVRIS", for the same client segment. Additionally, the "CORE", being hub for several other solutions, allows to work an expansion strategy, via the cross-selling of other ROOX’s products. The marketing plan follows Kotler as a reference. It is initialized with a literature review oriented to the themes of the marketing plan, as well as technological and busi-ness contexts of the law market. The literature review, beyond supporting the marketing plan’s structuration, upholds the assembly of the primary data collection aimed to the Portuguese lawyers, subject to the theme ‘Information systems adoption by the Portu-guese layers’, which provides multiple elements for "CORE’s" marketing mix. This way, the marketing plan is structured upon internal and external analysis, segmentation, target market and positioning, as well as dynamical SWOT supported on the merging of multiple analysis. Once the "CORE" product is a mix between tangible and intangible, including services, the marketing mix is based on the 7P’s, which ends into actions and KPI monitoring.
This "Marketing Plan of SaaS CORE" professional project, emerges from the stra-tegic plan of ROOX, being the "CORE" an evolution of the market leader for manage-ment software for law firms called "JVRIS". This product "CORE" assumes a substitu-tion strategy, derived by the need for technological update of "JVRIS", for the same client segment. Additionally, the "CORE", being hub for several other solutions, allows to work an expansion strategy, via the cross-selling of other ROOX’s products. The marketing plan follows Kotler as a reference. It is initialized with a literature review oriented to the themes of the marketing plan, as well as technological and busi-ness contexts of the law market. The literature review, beyond supporting the marketing plan’s structuration, upholds the assembly of the primary data collection aimed to the Portuguese lawyers, subject to the theme ‘Information systems adoption by the Portu-guese layers’, which provides multiple elements for "CORE’s" marketing mix. This way, the marketing plan is structured upon internal and external analysis, segmentation, target market and positioning, as well as dynamical SWOT supported on the merging of multiple analysis. Once the "CORE" product is a mix between tangible and intangible, including services, the marketing mix is based on the 7P’s, which ends into actions and KPI monitoring.
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Keywords
SaaS Marketing de Serviços Marketing de Software