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Authors
Pardal, Pedro
Xara-Brasil, Duarte
Carvalho, Luísa Margarida Cagica
Cordeiro, João Pedro Pina
Advisor(s)
Abstract(s)
Os mercados urbanos são por regra espaços de forte identidade, tradição e de grande importância económica e social na vida das cidades. A forte concorrência e a rápida evolução do ambiente organizacional, criam uma pressão constante sobre estes. Neste contexto, o objetivo deste trabalho é o de analisar e caracterizar a situação atual do Mercado do Livramento de Setúbal, bem como as oportunidades e ameaças que se avizinham, por forma a dotar os decisores de informação que suporte o planeamento e implemtação de ações que promovam o desenvolvimento sustentável do Mercado. Para o efeito, a investigação recorreu à técnica de aplicada a diiferentes grupos de (comerciantes, consumidores, especialistas, agentes turísticos), procurando promover a discussão e a recolha de informação, seguindo as dimensões clássicas da análise SWOT. Os resultados identificam que os principais pontos fortes mencionados se relacionam com a qualidade dos produtos e a confiança gerada por um atendimento personalizado, enquanto que os pontos fracos mais mencionados compreendem o reduzido horário de funcionamento e um nível de preços alto. Nas oportunidades, destacam-se os novos canais de promoção e o crescimento do turismo.
As ameaças mais focadas foram a estagnação dos comerciantes e o fortalecimento da concorrência.
Urban markets are, as a rule, spaces of strong identity, tradition and of great economic and social importance in city life. The strong competition and the rapid evolution of the organizational environment create a constant pressure on them. In this context, the objective of this work is to analyze and characterize the current situation of the Setúbal Traditional City Market, as well as the opportunities and threats that lie ahead, in order to provide decision makers with information that supports the planning and implementation of actions that promote the sustainable development of the Market. To this end, the research used the Focus Group technique applied to different stakeholder groups (traders, consumers, specialists, tourism agents), seeking to promote discussion and collect information, using the classic dimensions of SWOT analysis. The results identify that the main strengths mentioned are related to the quality of the products and the confidence generated by a personalized service, while the most mentioned weaknesses include the short opening hours and a high price level. In the opportunities, the new promotion channels and the growth of tourism stand out. The most focused threats were the stagnation of traders and the strengthening of competition.
Urban markets are, as a rule, spaces of strong identity, tradition and of great economic and social importance in city life. The strong competition and the rapid evolution of the organizational environment create a constant pressure on them. In this context, the objective of this work is to analyze and characterize the current situation of the Setúbal Traditional City Market, as well as the opportunities and threats that lie ahead, in order to provide decision makers with information that supports the planning and implementation of actions that promote the sustainable development of the Market. To this end, the research used the Focus Group technique applied to different stakeholder groups (traders, consumers, specialists, tourism agents), seeking to promote discussion and collect information, using the classic dimensions of SWOT analysis. The results identify that the main strengths mentioned are related to the quality of the products and the confidence generated by a personalized service, while the most mentioned weaknesses include the short opening hours and a high price level. In the opportunities, the new promotion channels and the growth of tourism stand out. The most focused threats were the stagnation of traders and the strengthening of competition.
Description
Keywords
Análise SWOT Focus Group Mercados Municipais Turismo SWOT Analysis Tourism Urban Markets
Citation
Pardal, P., Xara-Brasil, D., Carvalho, L. & Cordeiro, J. (2021). O uso da metodologia de focus group na construção de uma análise swot aplicada ao mercado do livramento - Setúbal. In Book of Proceedings – Full Papers, V International Forum on Management (IFM) “Connected in a Multipolar World: Everything Becomes Smart and Digital”. Setúbal: Instituto Politécnico de Setúbal, pp. 60-82.