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Plano de comunicação integrada de marketing para a A.J.Manata Jardim
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.79 MB | Adobe PDF |
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Abstract(s)
O presente relatório de estágio aborda o desenvolvimento e implementação de um plano de comunicação integrada de marketing para a empresa A.J. Manata Jardins, que atua no setor de construção e manutenção de jardins. A comunicação é um fator chave para o sucesso e crescimento das organizações em ambientes competitivos. O objetivo principal deste estudo é avaliar o grau de satisfação e perceção dos clientes da empresa perante a comunicação e propor estratégias que melhorem a comunicação organizacional e o relacionamento com os clientes. De modo a atingir este fim, foi utilizado o modelo SOSTAC, que ajudou no desenvolvimento do plano de comunicação integrada de marketing. Numa fase mais inicial, foi feito um diagnóstico acerca da empresa, com a análise interna, externa e aplicação da SWOT. A metodologia utilizada neste estudo tem caráter qualitativo, recorrendo à realização de entrevistas semiestruturadas a diretores, colaboradores e clientes da empresa. A análise dos resultados foi feita com base na análise de conteúdo de Laurence Bardin, que permitiu identificar os principais problemas a nível da comunicação da empresa. Os resultados do estudo serviram como base para a criação de ações direcionadas à comunicação online e offline. Estas ações tiveram como foco o aumento do engagement, o reconhecimento da marca e sobretudo, a fidelização dos clientes. Em síntese, os clientes da A.J. Manata Jardins valorizam serviços de qualidade, uma comunicação eficaz, confiança e proximidade. Neste sentido, é essencial que a empresa reforce estas fatores através de ações de comunicação consistentes e integradas.
This internship report addresses the development and implementation of an integrated marketing communications plan for the company A.J. Manata Jardins, which operates in the garden construction and maintenance sector. Communication is a key factor for the success and growth of organizations in competitive environments. The main objective of this study is to assess the degree of satisfaction and perception of the company's customers regarding communication and to propose strategies to improve organizational communication and customer relationships. To achieve this goal, the SOSTAC model was used as a base model for the development of the integrated marketing communications plan. In an earlier phase, a diagnosis of the company was made, with internal and external analysis and application of the SWOT. The methodology used in this study is qualitative in nature, using semi-structured interviews with directors, employees and customers of the company. The results were analyzed using Laurence Bardin's content analysis, which identified the company's main communication issues. The results of the study served as a basis for creating actions aimed at online and offline communication. These actions focused on increasing engagement, brand recognition and, above all, customer loyalty. In short, A.J. Manata Jardins' customers value quality services, effective communication, trust and proximity. In this sense, it is essential that the company reinforces these factors through consistent and integrated communication actions.
This internship report addresses the development and implementation of an integrated marketing communications plan for the company A.J. Manata Jardins, which operates in the garden construction and maintenance sector. Communication is a key factor for the success and growth of organizations in competitive environments. The main objective of this study is to assess the degree of satisfaction and perception of the company's customers regarding communication and to propose strategies to improve organizational communication and customer relationships. To achieve this goal, the SOSTAC model was used as a base model for the development of the integrated marketing communications plan. In an earlier phase, a diagnosis of the company was made, with internal and external analysis and application of the SWOT. The methodology used in this study is qualitative in nature, using semi-structured interviews with directors, employees and customers of the company. The results were analyzed using Laurence Bardin's content analysis, which identified the company's main communication issues. The results of the study served as a basis for creating actions aimed at online and offline communication. These actions focused on increasing engagement, brand recognition and, above all, customer loyalty. In short, A.J. Manata Jardins' customers value quality services, effective communication, trust and proximity. In this sense, it is essential that the company reinforces these factors through consistent and integrated communication actions.
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Keywords
Relatório de estágio Plano de comunicação CIM A.J. Manata Jardins Modelo SOSTAC Relacionamento e fidelização