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Estratégias para a angariação de clientes por uma empresa de restauração coletiva
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| 1.61 MB | Adobe PDF |
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Abstract(s)
A angariação de clientes parece, à primeira vista, uma parte fundamental da vida de qualquer empresa, mas quando se trata do setor da restauração coletiva, sobretudo quando falamos de um negócio Business to Business (B2B), tal assume uma importância ainda mais significativa.
Este projeto tem como objetivo estudar a empresa Triângulo Dourado – Comércio e Indústria Alimentar Limitada - empresa com mais de 20 anos no setor da restauração coletiva com sede em Setúbal e que está, há vários anos, dependente de um único cliente. Pretende-se responder à seguinte pergunta de partida: Terá a empresa condições para angariar novos clientes?
Este estudo tem por base uma metodologia qualitativa, tendo a recolha de dados sido feita através de inquérito por questionário e entrevistas semiestruturadas.
A revisão de literatura foi baseada em artigos científicos e livros. Foram utilizados o Mendeley e Google Schoolar como motores de pesquisa e as bases de dados: Elsevier, B-On, Proquest e Z-Library.
O tratamento de dados foi efetuado com recurso ao software IBM SPSS 28.0.0.0 para elaboração dos elementos estatísticos.
Obteve-se uma resposta positiva à pergunta de partida, desde que combinadas algumas condições indispensáveis, referentes a instalações, pagamento, banca, fornecedores e recursos humanos.
Chegou-se também à conclusão de que nem todos os tipos de organizações são clientes viáveis para uma empresa de prestação de serviços de restauração coletiva que procura angariar mais clientes, mas que tenha de ter algum apoio externo de tesouraria.
Customer acquisition seems, at first glance, a fundamental part of the life of any company, but when it comes to the mass catering sector, especially when we talk about a Business to Business (B2B) business, this takes on an even more significant importance. This project aims to study the company Triângulo Dourado - Comércio e Indústria Alimentar Limitada - a company with more than 20 years in the catering sector based in Setúbal and has been, for several years, dependent on a single client. The aim is to answer the following starting question: Is the company in a position to attract new clients? This study is based on a qualitative methodology and data was collected by means of a questionnaire survey and semi-structured interviews. The literature review was based on scientific articles and books. Mendeley and Google Schoolar were used as search engines and the databases: Elsevier, B-On, Proquest and Z-Library. Data was processed using IBM SPSS 28.0.0.0 software to prepare the statistics. A positive answer was obtained to the starting question, provided that some indispensable conditions concerning facilities, payment, banking, suppliers and human resources were combined. It was also concluded that not all types of organizations are viable customers for a company providing collective catering services that seeks to attract more customers, but which must have some external treasury support.
Customer acquisition seems, at first glance, a fundamental part of the life of any company, but when it comes to the mass catering sector, especially when we talk about a Business to Business (B2B) business, this takes on an even more significant importance. This project aims to study the company Triângulo Dourado - Comércio e Indústria Alimentar Limitada - a company with more than 20 years in the catering sector based in Setúbal and has been, for several years, dependent on a single client. The aim is to answer the following starting question: Is the company in a position to attract new clients? This study is based on a qualitative methodology and data was collected by means of a questionnaire survey and semi-structured interviews. The literature review was based on scientific articles and books. Mendeley and Google Schoolar were used as search engines and the databases: Elsevier, B-On, Proquest and Z-Library. Data was processed using IBM SPSS 28.0.0.0 software to prepare the statistics. A positive answer was obtained to the starting question, provided that some indispensable conditions concerning facilities, payment, banking, suppliers and human resources were combined. It was also concluded that not all types of organizations are viable customers for a company providing collective catering services that seeks to attract more customers, but which must have some external treasury support.
Description
Keywords
B2B Estratégia Targeting Strategy Targeting