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Advisor(s)
Abstract(s)
O presente projeto profissional, tem como principal objetivo o desenvolvimento de um plano de negócios, para os próximos anos, de uma pastelaria artesanal de carater personalizado e de venda exclusivamente online, que deu início a sua atividade em abril de 2021. Sendo o Cake Design, atualmente, é muito procurado em Portugal e devido à paixão pela área, nasce a Cake Boutique, que é uma empresa dedicada a oferecer ao mercado todos os tipos de bolos decorados, como bolos personalizados espatulados em creme de manteiga (buttercream), cupcakes, bolos caseiros e bolos no pote.
O Plano de negócios da Cake Boutique, tem como objetivo torná-la mesma mais estruturada, tendo em conta que esta iniciou a sua atividade sem nenhuma planificação e estratégias. Por isso, neste plano de negócio, começou-se por realizar a revisão da literatura, de forma a contextualizar o tema e onde é possível adquirir conhecimentos teóricos acerca dos conceitos atuais do mercado e atualizar-se sobre as novas tendências, onde foram abordados seis temas gerais, empreendedorismo, marketing digital, plano de negócios, ecommerce, comportamento dos consumidores e jornada do cliente. Após a revisão da literatura, segue-se uma análise detalhada do mercado de pastelaria e da concorrência em Portugal e através da metodologia e tratamento dos dados obtidos pela realização de um questionário, foi possível realizar um plano de marketing, e um cronograma para a implementação das estratégias da Cake Boutique e por fim foi realizada uma avaliação financeira, com o objetivo de viabilizar o negócio.
Na fase da estratégia foram realizadas pesquisas que pudessem auxiliar posteriormente na definição de cada variável do marketing mix. Na fase calendarização, implementação e controlo, foram a criadas ações que vão ao encontro dos objetivos da empresa.
Por fim, foi realizada a conclusão do projeto aonde foi explicado de forma resumida todas as fases para a realização do projeto, desde a revisão de literatura para poder sustentar as fundamentações no projeto, a analise do meio envolvente para perceber as tendências no mercado e o mercado atual, a metodologia, a estratégia para a Cake Boutique, assim como como os planos de ação e a avaliação financeira.
This professional project, has as its main objective the development of a business plan, for the coming years, of an artisanal pastry shop of personalized character and exclusively online sale, which began its activity in April 2021. Cake Design is currently very popular in Portugal and due to the passion for the area, Cake Boutique is born, which is a company dedicated to offering the market all kinds of decorated cakes, such as custom cakes spread in buttercream, cupcakes, homemade cakes and cakes in the pot. The business plan of Cake Boutique aims to make it more structured, taking into account that it started its activity without any planning and strategies. Therefore, in this business plan, we began by reviewing the literature, in order to contextualize the theme and where it is possible to acquire theoretical knowledge about current market concepts and update on new trends, where six general themes were addressed, entrepreneurship, digital marketing, business plan, ecommerce, consumer behavior and customer journey. After reviewing the literature, it follows a detailed analysis of the pastry market and competition in Portugal and through the methodology and treatment of the data obtained by conducting a questionnaire, it was possible to carry out a marketing plan, and a schedule for the implementation of Cake Boutique strategies and finally a financial assessment was carried out, with the aim of making the business viable. In the strategy phase, research was carried out that could help later in the definition of each variable of the marketing mix. In the scheduling, implementation and control phase, actions were created that meet the company's objectives. Finally, the conclusion of the project was carried out where all the phases for the realization of the project were explained in a summarized way, from the literature review to be able to support the foundations of the project, the analysis of the environment to perceive the trends in the market and the current market, the methodology, the strategy for Cake Boutique, as well as the action plans and the financial evaluation.
This professional project, has as its main objective the development of a business plan, for the coming years, of an artisanal pastry shop of personalized character and exclusively online sale, which began its activity in April 2021. Cake Design is currently very popular in Portugal and due to the passion for the area, Cake Boutique is born, which is a company dedicated to offering the market all kinds of decorated cakes, such as custom cakes spread in buttercream, cupcakes, homemade cakes and cakes in the pot. The business plan of Cake Boutique aims to make it more structured, taking into account that it started its activity without any planning and strategies. Therefore, in this business plan, we began by reviewing the literature, in order to contextualize the theme and where it is possible to acquire theoretical knowledge about current market concepts and update on new trends, where six general themes were addressed, entrepreneurship, digital marketing, business plan, ecommerce, consumer behavior and customer journey. After reviewing the literature, it follows a detailed analysis of the pastry market and competition in Portugal and through the methodology and treatment of the data obtained by conducting a questionnaire, it was possible to carry out a marketing plan, and a schedule for the implementation of Cake Boutique strategies and finally a financial assessment was carried out, with the aim of making the business viable. In the strategy phase, research was carried out that could help later in the definition of each variable of the marketing mix. In the scheduling, implementation and control phase, actions were created that meet the company's objectives. Finally, the conclusion of the project was carried out where all the phases for the realization of the project were explained in a summarized way, from the literature review to be able to support the foundations of the project, the analysis of the environment to perceive the trends in the market and the current market, the methodology, the strategy for Cake Boutique, as well as the action plans and the financial evaluation.
Description
Keywords
Projeto profissional Plano de negócios Plano de marketing Plano financeiro Pastelaria Confeitaria