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Plano de Negócios: a Antiga Colónia, uma startup na região de Lisboa, especializada na Gastronomia Étnica Indiana
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Abstract(s)
O presente projeto tem como principal objetivo o desenvolvimento de um plano de negócios de uma Startup no setor da restauração especializada na gastronomia da zona de Diu, Índia, em Lisboa.
Como resultado da globalização e do número crescente de restaurantes étnicos a nível nacional, mas especialmente na zona de Lisboa, verifica-se uma mudança no perfil e comportamento do consumidor face a restaurantes étnicos.
O consumidor procura cada vez mais ofertas especializadas e autênticas, há uma maior preferência por pratos diferentes dos que normalmente confecionados em casa e interesse pela gastronomia de outros países. Este consumidor é, também, exigente, informado e espera uma experiência global satisfatória em restaurante. O projeto A Antiga Colónica pretende focar-se neste consumidor e oferecer um serviço de qualidade e autêntico.
A revisão da literatura aborda os conceitos-chave do projeto: Princípios de Marketing de Serviços, Operadores de Restaurantes, Satisfação do consumidor e Comportamento pós-compra.
A metodologia do projeto engloba uma recolha de dados primários e secundários. A primeira com o objetivo de estudar os conceitos-chave e o comportamento do consumidor e a segunda com o intuito de conhecer o mercado, o potencial cliente pormenorizadamente e o seu nível de aceitação perante o produto proposto no projeto. Como tal, foi feito um trabalho de campo onde se recolheram dados quantitativos através da divulgação de um questionário online e presencial, e dados qualitativos junto a players de mercado.
Com base nos resultados obtidos, construi-se a estratégia empresarial e o Marketing Mix, terminando com uma avaliação estratégica e financeira do projeto.
This project has its main goal the development of a business plan consisting of a Startup situated in Lisbon, in the food service industry, specialized in the local cuisine of Diu in India. As a result of globalization, the increasing number of ethnic restaurants nationally and especially in Lisbon, there is a shift in the consumer profile and behaviour towards ethnic restaurants. The consumer is seeking more diverse and authentic offers, there is a clear preference for food that is different than what they eat at home and increasing interest in foreign cuisine. This consumer is also demanding, informed and expects an overall satisfying experience when visiting a restaurant. The present project “A Antiga Colónia" intends to focus on offering a quality service with authenticity. The literature review addressed the key concepts of the project: Marketing Principles, restaurant operators, consumer satisfaction and behaviour. The research methodology includes primary and secondary data. The first, in order to study the key concepts and consumer behaviour and the second in order as a way of studying the market, the potential target and its level of acceptance of the product proposed in the project. Therefore, quantitative data was collected, through an online and face-to-face survey, and qualitative data from market experts. Based on the results, a business strategy and Marketing Mix ware drafted, and concluded with a financial and strategic evaluation of the project.
This project has its main goal the development of a business plan consisting of a Startup situated in Lisbon, in the food service industry, specialized in the local cuisine of Diu in India. As a result of globalization, the increasing number of ethnic restaurants nationally and especially in Lisbon, there is a shift in the consumer profile and behaviour towards ethnic restaurants. The consumer is seeking more diverse and authentic offers, there is a clear preference for food that is different than what they eat at home and increasing interest in foreign cuisine. This consumer is also demanding, informed and expects an overall satisfying experience when visiting a restaurant. The present project “A Antiga Colónia" intends to focus on offering a quality service with authenticity. The literature review addressed the key concepts of the project: Marketing Principles, restaurant operators, consumer satisfaction and behaviour. The research methodology includes primary and secondary data. The first, in order to study the key concepts and consumer behaviour and the second in order as a way of studying the market, the potential target and its level of acceptance of the product proposed in the project. Therefore, quantitative data was collected, through an online and face-to-face survey, and qualitative data from market experts. Based on the results, a business strategy and Marketing Mix ware drafted, and concluded with a financial and strategic evaluation of the project.
Description
Keywords
Marketing de Serviços Restaurante étnico Satisfação do consumidor Comportamento do Consumidor Plano de Negócios