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Publication
Plano de Marketing para uma Organização Pública: caso IRN - Cartão Cidadão
| Name: | Description: | Size: | Format: | |
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| 1.89 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O marketing ultrapassou os limites da esfera privada e se tornou essencial
para qualquer tipo de sistema organizacional. É considerado como uma das
melhores estratégias de planeamento que uma organização poderia aplicar. No
setor público, possui objetivos que se convergem no quesito de valorizar e
satisfazer as necessidades do cliente, que neste caso, é o cidadão. Deste modo,
se demonstra no Instituto dos Registos e do Notariado – IRN, com mais de 70 anos
de existência e com abrangência nacional, a necessidade de acompanhar as novas
exigências do mercado atual. E o planeamento de marketing é essencial para o
alcance dos objetivos organizacionais, devido seu método ser uma forma capaz de
aglomerar em uma sequência lógica todos os pensamentos, estudos e ações de
marketing, seja para um produto ou para a organização inteira, em um documento
escrito. Assim sendo, o principal objetivo deste trabalho é desenvolver o primeiro
Plano de Marketing para o IRN para seu produto Cartão Cidadão, com ênfase na
comunicação externa e fortalecimento da marca, bem como fornecer os insumos
para futuros planos de marketing para a instituição. Para isso, foram realizadas
análises de dados secundários e primários descritos ao longo do projeto, com a
intenção de viabilizar a execução do plano de marketing proposto. Sendo eles:
Levantamento histórico; Estudo do macro e microambiente; Inquérito com
consumidores; e Revisão da literatura. Se espera que com os resultados
apresentados á organização em estudo, se possibilite o a implementação do
planeamento para o produto específico, bem como para qualquer outro que o
organismo queira. E desta forma, gerar melhorias constantes, tanto aos
colaboradores, quanto aos clientes – cidadãos.
Marketing has gone beyond the limits of the private sphere and has become essential to any kind of organizational system. It’s considered as one of the best planning strategies that an organization could apply. In the public sector, it has objectives that converge in the matter of valuing and satisfying the needs of the client, who in this case is the citizen. In this way, it’s demonstrated in the Institute of Registries and Notary - IRN, with more than 70 years of existence and with national scope, the need to follow the new requirements of the current market. And marketing planning is essential to the achievement of organizational goals, because its method is a way that can clutter in a logical sequence all thoughts, studies and marketing actions, whether for a product or for the entire organization, in a document written. Therefore, the main objective of this work is to develop the first Marketing Plan for IRN for its Citizen Card product, with emphasis on external communication and brand strengthening, as well as providing the inputs for future marketing plans for the institution. For this, secondary and primary data analyzes were carried out throughout the project, with the intention of making feasible the implementation of the proposed marketing plan. They are: Historical survey; Macro and microenvironment study; Consumer survey; and Literature review. It’s hoped that with the results presented to the organization under study, it will be possible to implement the planning for the specific product, as well as any other that the organism wants. And in this way, generate constant improvements, both to employees and to customers - citizens.
Marketing has gone beyond the limits of the private sphere and has become essential to any kind of organizational system. It’s considered as one of the best planning strategies that an organization could apply. In the public sector, it has objectives that converge in the matter of valuing and satisfying the needs of the client, who in this case is the citizen. In this way, it’s demonstrated in the Institute of Registries and Notary - IRN, with more than 70 years of existence and with national scope, the need to follow the new requirements of the current market. And marketing planning is essential to the achievement of organizational goals, because its method is a way that can clutter in a logical sequence all thoughts, studies and marketing actions, whether for a product or for the entire organization, in a document written. Therefore, the main objective of this work is to develop the first Marketing Plan for IRN for its Citizen Card product, with emphasis on external communication and brand strengthening, as well as providing the inputs for future marketing plans for the institution. For this, secondary and primary data analyzes were carried out throughout the project, with the intention of making feasible the implementation of the proposed marketing plan. They are: Historical survey; Macro and microenvironment study; Consumer survey; and Literature review. It’s hoped that with the results presented to the organization under study, it will be possible to implement the planning for the specific product, as well as any other that the organism wants. And in this way, generate constant improvements, both to employees and to customers - citizens.
Description
Keywords
Marketing Setor público Necessidades Planeamento IRN