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Publication
Plano de marketing para a empresa JAVR inspeções automóvel
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.57 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este plano de marketing tem o propósito de formular estratégias para a JAVR Lda.,
empresa que gere Centros de Inspeção Técnica de Veículos (CITV) em Paredes e Viana
do Castelo. O objetivo será melhorar a satisfação, retenção e expansão da base de
clientes.
Foi adotada uma abordagem mista, que incluiu a análise do ambiente em que opera,
através de pesquisa de mercado e feedback de clientes, bem como a aplicação de uma
análise SWOT para avaliar a posição da empresa no setor.
Identificou-se que a qualidade dos serviços e a formação contínua dos colaboradores
são fundamentais para a eficiência operacional e satisfação do cliente, sendo a
comunicação eficaz, um elemento crucial para influenciar positivamente a perceção do
cliente e a competitividade da empresa.
A implementação de práticas de Customer Relationship Management (CRM) e
investimento em tecnologia emergiram como elementos críticos para o sucesso, pelo
que a adoção pela empresa de um marketing-mix focado na qualidade e inovação é
essencial para que se distinga num mercado competitivo.
Este trabalho tem como principal objetivo propor estratégias, centradas no cliente e na
inovação tecnológica e que incrementem o volume de negócios, pretendendo, ainda,
que as suas recomendações tenham relevância direta para a gestão estratégica da
empresa.
This marketing plan is designed to formulate strategies for JAVR Ltd., a company managing Vehicle Technical Inspection Centers (VTIC) in Paredes and Viana do Castelo. The aim is to improve customer satisfaction, retention, and expansion of the customer base. A mixed approach was adopted, which included analyzing the environment in which it operates, through market research and customer feedback, as well as the application of a SWOT analysis to assess the company's position in the sector. It was identified that the quality of services and continuous training of employees are fundamental for operational efficiency and customer satisfaction, with effective communication being a crucial element to positively influence customer perception and the company's competitiveness. The implementation of Customer Relationship Management (CRM) practices and investment in emerging technology emerged as critical elements for success, thus the adoption of a quality and innovation-focused marketing mix by the company is essential to stand out in a competitive market. The main objective of the work is to develop strategies centered on customer and technological innovation that increase business volume, also intending that the recommendations of this study have direct relevance for the strategic management of the company.
This marketing plan is designed to formulate strategies for JAVR Ltd., a company managing Vehicle Technical Inspection Centers (VTIC) in Paredes and Viana do Castelo. The aim is to improve customer satisfaction, retention, and expansion of the customer base. A mixed approach was adopted, which included analyzing the environment in which it operates, through market research and customer feedback, as well as the application of a SWOT analysis to assess the company's position in the sector. It was identified that the quality of services and continuous training of employees are fundamental for operational efficiency and customer satisfaction, with effective communication being a crucial element to positively influence customer perception and the company's competitiveness. The implementation of Customer Relationship Management (CRM) practices and investment in emerging technology emerged as critical elements for success, thus the adoption of a quality and innovation-focused marketing mix by the company is essential to stand out in a competitive market. The main objective of the work is to develop strategies centered on customer and technological innovation that increase business volume, also intending that the recommendations of this study have direct relevance for the strategic management of the company.
Description
Keywords
Centro Inspeção Técnica Veículos Clientes Fidelização Plano de Marketing