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Plano de marketing estratégico para a ostra do Rio Sado e Rio Mira
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| 2.22 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O setor de atividade da Ostreicultura é um setor muito importante no contexto económico e histórico das zonas em estudo, rio Mira e rio Sado, nomeadamente o estuário do Sado na região de Setúbal onde tem uma grande e antiga tradição. Relevante citar que Portugal, no presente ano de 2019, foi considerado pela 3ª vez, o melhor destino turístico do mundo, por ter ótimas condições climatéricas, gastronomia de renome internacional, excelentes infraestruturas de alojamento, experiência em receber eventos internacionais, riqueza natural e cultural, e por isso, faz de Portugal um destino atrativo. Este trabalho, foi realizado no âmbito do projeto de investigação do Instituto Politécnico de Setúbal com o nome “Ostraqual”, e tem como objetivo criar um plano de marketing estratégico para promover a ostra do Rio Sado e Rio Mira na região do Alentejo, aumentar a sua notoriedade no mercado, atrair novos clientes, bem como potencializar os recursos e a economia da região. Este sector foi o selecionado para este trabalho, porque revela ser uma oportunidade de negócio com muitas potencialidades por explorar. Adicionalmente, procura também contribuir para o aprofundamento da temática do plano de marketing, estruturando-o em várias fases. Este trabalho encontra-se dividido em duas partes: A primeira (Capítulos 1,2 e 3), pretende enquadrar e fundamentar teoricamente o tema “plano de marketing” e o setor da aquicultura, especificamente a ostreicultura, e referir as metodologias utlizadas para o trabalho; Na segunda parte (Capítulos 4,5 e 6), apresenta-se a estrutura sistemática do plano com aplicação prática, onde se analisa a realidade do setor da ostreicultura e as empresas, e estabelece-se e um programa de ações com orçamentação e avaliação. Por fim, temos as considerações finais, onde se descreve as dificuldades encontradas duração a elaboração do trabalho, e futuras sugestões para próximos trabalhos
The Ostreiculture sector activity is a very important sector in the economic and historical context of the areas under study, Mira river and Sado river, namely the Sado estuary in the Setúbal region where it has a great old tradition. It is relevant to mention that Portugal, in the present year of 2019, was considered for the 3rd time, the best tourist destination in the world, for having excellent weather conditions, internationally renowned cuisine, excellent accommodation infrastructure, experience in hosting international events, natural and cultural richness, and therefore, makes Portugal an attractive destination. This work was carried out as part of the research project of the Setúbal Polytechnic Institute under the name “Ostraqual”, and aims to create a strategic marketing plan to promote the Rio Sado and Rio Mira oysters in the Alentejo region, to increase the reputation in the market, attract new customers, as well as leverage the region's resources and economy. This sector was selected for this work because it proves to be a business opportunity with many untapped potentials. Additionally, it also seeks to contribute to deepening the theme of the marketing plan, structuring it in several phases. This paper is divided into two parts: The first (Chapters 1,2 and 3), aims to frame and theoretically substantiate the theme “marketing plan” and the aquaculture sector, specifically oyster farming, and refer to the methodologies used for the work; In the second part (Chapters 4,5 and 6), the systematic structure of the plan with practical application is presented, which analyzes the reality of the oyster farming sector and the companies, and establishes a program of actions with budgeting and evaluation. Finally, we have the final considerations, which describe the difficulties encountered during the preparation of the work and future suggestions for future work.
The Ostreiculture sector activity is a very important sector in the economic and historical context of the areas under study, Mira river and Sado river, namely the Sado estuary in the Setúbal region where it has a great old tradition. It is relevant to mention that Portugal, in the present year of 2019, was considered for the 3rd time, the best tourist destination in the world, for having excellent weather conditions, internationally renowned cuisine, excellent accommodation infrastructure, experience in hosting international events, natural and cultural richness, and therefore, makes Portugal an attractive destination. This work was carried out as part of the research project of the Setúbal Polytechnic Institute under the name “Ostraqual”, and aims to create a strategic marketing plan to promote the Rio Sado and Rio Mira oysters in the Alentejo region, to increase the reputation in the market, attract new customers, as well as leverage the region's resources and economy. This sector was selected for this work because it proves to be a business opportunity with many untapped potentials. Additionally, it also seeks to contribute to deepening the theme of the marketing plan, structuring it in several phases. This paper is divided into two parts: The first (Chapters 1,2 and 3), aims to frame and theoretically substantiate the theme “marketing plan” and the aquaculture sector, specifically oyster farming, and refer to the methodologies used for the work; In the second part (Chapters 4,5 and 6), the systematic structure of the plan with practical application is presented, which analyzes the reality of the oyster farming sector and the companies, and establishes a program of actions with budgeting and evaluation. Finally, we have the final considerations, which describe the difficulties encountered during the preparation of the work and future suggestions for future work.
Description
Relatório de Dissertação de investigação do Mestrado em Ciências Empresariais ramo Gestão de Pequenas e Médias Empresas
Keywords
Aquicultura Bivalves Ostra Plano de Marketing Segmentação Segmento de mercado Posicionamento Marketing Mix Aquaculture Bivalves Oyster Marketing Plan Segmentation Market Segment Positioning Marketing Mix