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Publication
Plano de Negócios: estuda da viabilidade da implementação de um serviço de cinema Drive-In - Drive-In on the Road
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| 1.38 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este projeto tem como objetivo principal, a criação de um plano de negócios para o conceito Drive-In on The Road, um cinema Drive-In com uma componente móvel, que irá percorrer os diferentes centros urbanos e algumas regiões mais remotas de Portugal Continental. Tendo em conta a crescente procura por atividades de lazer e cultura, e principalmente, a procura por novas experiências, este projeto visa oferecer um conceito diferenciado, oferecendo uma alternativa aos métodos convencionais de reprodução cinematográfica. Além de os espectadores poderem assistir a um filme dentro do seu próprio carro, poderão também assistir numa zona ao ar-livre, criada para o efeito.
Na revisão da literatura são abordados os conceitos, que movem a estrutura do projeto. Desde o marketing de serviços e eventos, ao marketing experiencial.
A metodologia utlizada para a realização deste projeto passou, em primeiro lugar, pela recolha e respetiva análise dos dados secundários. Esta informação secundária permitiu ter uma melhor noção do mercado, e compreender os diversos fatores que incidem sobre o mesmo. Relativamente à recolha dos dados primários, a metodologia utilizada passou pela realização de um Focus Group a 6 indivíduos e pela realização de um inquérito por questionário a 150 pessoas, de forma a apresentar o conceito ao público e tentar recolher dados que auxiliem na criação do plano de negócios. Por fim, foi efetuada uma entrevista ao Dr. Nuno Barbot, que já realizou um evento deste género, através da AM Experience. Em relação á viabilidade financeira do projeto, após ter sido calculada com valores previstos realísticos, obteve.se um VAL de 9431.86€, uma TIR de 22,94% e um payback de 3 anos, 8 meses e 7 dias, que viabiliza e criação do projeto.
This project has as main objective, the creation of a business plan for the concept Drive-In on the Road, a Drive-In cinema with a mobile component that will cover the different urban centers and some more remote regions of Continental Portugal. Taking into account the growing demand for leisure activities and culture, and especially the search for new experiences, this project aims to offer a differentiating concept, offering a height to the conventional methods of cinematic reproduction. In addition to the spectators being able to watch a movie inside their own car, they can also watch in an open-air area, created for this purpose. In the literature review, the concepts that move the project structure are discussed. From marketing services and events to experiential marketing. The methodology used for the realization of this project was, firstly, the collection and respective analysis of the secondary data. This secondary information allowed us to have a better understanding of the market, and to understand the various factors that affect it. Regarding the collection of primary data, the methodology used included a focus group for 6 individuals and a questionnaire survey of 150 people, in order to present the concept to the public and to try to collect data that would help in the creation of the plan of business. Finally, an interview was conducted with Dr. Nuno Barbot, who has already held an event of this kind, with the AM Experience company. Regarding the financial feasibility of the project, after having been calculated with realistic expected values, a VAL of € 9431.86 was obtained, a TIR of 22.94% and a payback of 3 years, 8 months and 7 days, which enabled and created from the project.
This project has as main objective, the creation of a business plan for the concept Drive-In on the Road, a Drive-In cinema with a mobile component that will cover the different urban centers and some more remote regions of Continental Portugal. Taking into account the growing demand for leisure activities and culture, and especially the search for new experiences, this project aims to offer a differentiating concept, offering a height to the conventional methods of cinematic reproduction. In addition to the spectators being able to watch a movie inside their own car, they can also watch in an open-air area, created for this purpose. In the literature review, the concepts that move the project structure are discussed. From marketing services and events to experiential marketing. The methodology used for the realization of this project was, firstly, the collection and respective analysis of the secondary data. This secondary information allowed us to have a better understanding of the market, and to understand the various factors that affect it. Regarding the collection of primary data, the methodology used included a focus group for 6 individuals and a questionnaire survey of 150 people, in order to present the concept to the public and to try to collect data that would help in the creation of the plan of business. Finally, an interview was conducted with Dr. Nuno Barbot, who has already held an event of this kind, with the AM Experience company. Regarding the financial feasibility of the project, after having been calculated with realistic expected values, a VAL of € 9431.86 was obtained, a TIR of 22.94% and a payback of 3 years, 8 months and 7 days, which enabled and created from the project.
Description
Keywords
Marketing Experiencial Plano de Negócios Eventos Cinema Drive-In