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Publication
Padaria "COCHE DOURADO" Plano de Marketing e comunicação.
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Abstract(s)
O presente projeto tem como objetivo o desenvolvimento de um plano de marketing estratégico para a Padaria “Coche Dourado”, uma empresa familiar com mais de 30 anos de existência, localizada em Tomar. Reconhecida pela sua produção tradicional num forno a lenha e pela proximidade com a comunidade local, a padaria enfrenta hoje o desafio de se adaptar às exigências do mercado atual, marcado pela digitalização e por novos perfis de consumo. Com base numa abordagem qualitativa e quantitativa, realizara-se entrevistas e questionários junto de clientes da padaria e cs da pastelaria, que permitiu compreender as perceções sobre a marca, os hábitos de consumo e identificar oportunidades de melhorar. A análise SWOT, a matriz RACE e o modelo das 5 Forças de Porter sustentam as estratégias funcionais nas áreas de marketing e comunicação. O plano proposto visa reforçar a identidade da marca, melhorar a comunicação com os diferentes públicos e fortalecer a presença digital da padaria através, de redes sociais e parcerias locais. A integração entre tradição e inovação é o eixo central da proposta, procura garantir a sustentabilidade e o crescimento da empresa a longo prazo.
The present project aims to develop a strategic marketing plan for Padaria “Coche Dourado”, a family-owned bakery with over 30 years of history, located in Tomar. Known for its traditional wood-fired oven baking and close ties to the local community, the bakery now faces the challenge of adapting to the demands of the modern market, characterized by digitalization and new consumer profiles. Based on a qualitative and quantitative approach, interviews and questionnaires were conducted with bakery and pastry customers to better understand customer perceptions of the brand, consumption habits, and key opportunities for improvement. The SWOT analysis, RACE framework, and Porter’s Five Forces model support the functional strategies in the areas of marketing and communication. The proposed plan aims to reinforce the brand's identity, improve communication with different target audiences, and strengthen the bakery’s digital presence through social media and local partnerships. This strategy, centered on the integration of tradition and innovation, seeks to ensure the company’s long-term sustainability and growth.
The present project aims to develop a strategic marketing plan for Padaria “Coche Dourado”, a family-owned bakery with over 30 years of history, located in Tomar. Known for its traditional wood-fired oven baking and close ties to the local community, the bakery now faces the challenge of adapting to the demands of the modern market, characterized by digitalization and new consumer profiles. Based on a qualitative and quantitative approach, interviews and questionnaires were conducted with bakery and pastry customers to better understand customer perceptions of the brand, consumption habits, and key opportunities for improvement. The SWOT analysis, RACE framework, and Porter’s Five Forces model support the functional strategies in the areas of marketing and communication. The proposed plan aims to reinforce the brand's identity, improve communication with different target audiences, and strengthen the bakery’s digital presence through social media and local partnerships. This strategy, centered on the integration of tradition and innovation, seeks to ensure the company’s long-term sustainability and growth.
Description
Keywords
Projeto Profissional Plano de marketing Empresa familiar Padaria Comunicação digital Identidade da marca inovação