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Publication
Plano de Negócios: Comercialização de Aguardente de medroho em Portugal e outros produtos complementares
| Name: | Description: | Size: | Format: | |
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| 4.17 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O objetivo do projeto é a criação e desenvolvimento de uma empresa para a
comercialização a nível nacional de Aguardente de Medronho e Outros Derivados, com
vista à viabilidade económica e sustentável do mesmo.
Estamos perante um produto de enormes potencialidades de desenvolvimento
no mercado das bebidas alcoólicas e espirituosas. Um mercado marcado por
tendências de consumo, tendo em conta o fruto, que carecem de experiências
inovadoras, diferenciadoras e emocionais.
Neste sentido, o projeto procura desenvolver uma proposta de valor que vá ao
encontro das necessidades e expectativas de valor acrescentado para com os potenciais
clientes.
Na revisão da literatura são abordados conceitos-chave à sustentação do projeto:
Business Model, Inovação contínua, Modelo de Negócio Canvas, Estratégia, Plano
Estratégico, Marketing-Mix, Valor, Customer Perceived Value e Elementos de Valor.
A natureza do projeto envolve uma metodologia secundária e primária. A primeira
tem o propósito de aprofundar o estudo de conceitos-chave como os acima referidos e
a segunda com o intuito de aprofundar o conhecimento do mercado e sector. Como tal,
foi realizado um trabalho de campo onde se recolheram dados qualitativos junto de
players de mercado e dados quantitativos através da aplicação de um questionário
online a 537 inquiridos.
Tendo sido meticulosa a construção das politicas de marketing-mix, o projeto
encerra com uma conclusão sobre a viabilidade estratégica e económico-financeira.
The purpose of the project is to create and develop a company for the national marketing of Aguardente de Medronho and other Derivatives, with a view to its economic and sustainable viability. We are faced with a product with enormous potential for development in the alcoholic and spirits market. A market marked by consumption trends, considering the fruit, which lack innovative, differentiating and emotional experiences. In this sense, the project seeks to develop a value proposition that meets the needs and expectations of added value to potential clients. In the review of the literature, key concepts are addressed to support the project: Business Model, Continuous Innovation, Canvas Business Model, Strategy, Strategic Plan, Marketing-Mix, Value, Customer Perceived Value and Elements of Value. The nature of the project involves a secondary and primary methodology. The first has the purpose of deepening the study of key concepts such as the ones mentioned above and the second one with the intention of deepening the knowledge of the market and sector. As such, a field work was carried out where qualitative data were collected from market players and quantitative data through the application of an online questionnaire to 537 respondents. Having completed the construction of marketing-mix policies, the project concludes with a conclusion on strategic and economic-financial viability.
The purpose of the project is to create and develop a company for the national marketing of Aguardente de Medronho and other Derivatives, with a view to its economic and sustainable viability. We are faced with a product with enormous potential for development in the alcoholic and spirits market. A market marked by consumption trends, considering the fruit, which lack innovative, differentiating and emotional experiences. In this sense, the project seeks to develop a value proposition that meets the needs and expectations of added value to potential clients. In the review of the literature, key concepts are addressed to support the project: Business Model, Continuous Innovation, Canvas Business Model, Strategy, Strategic Plan, Marketing-Mix, Value, Customer Perceived Value and Elements of Value. The nature of the project involves a secondary and primary methodology. The first has the purpose of deepening the study of key concepts such as the ones mentioned above and the second one with the intention of deepening the knowledge of the market and sector. As such, a field work was carried out where qualitative data were collected from market players and quantitative data through the application of an online questionnaire to 537 respondents. Having completed the construction of marketing-mix policies, the project concludes with a conclusion on strategic and economic-financial viability.
Description
Keywords
Business Model Inovação Contínua Modelo de Negócio Canvas Estratégia Plano Estratégico Marketing-Mix Customer Perceived Value Valor Elementos de Valor