Percorrer por autor "Popova, Mariia"
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- Casa Pereirinha - a marketing plan for a pateo house in AlentejoPublication . Popova, Mariia; Fonseca, Manuel JoséThere is no doubt that tourism benefits Portugal's economy. The area should be able to better target the market for its travel and tourist products and increase its performance with the use of a marketing strategy, especially in a field where global competition is always increasing. This marketing plan seeks to analyze the strengths and limitations of the Portuguese region in its target markets, as well as the most current advancements in the global travel and tourism sector. In the following work we conduct the analysis of both micro and macro environments of the company, in the form of a SWOT and PESTEL analyses, as well as the analysis of the Porter's five competitive forces. There were we state the appointed marketing strategy through segmentation, target selection and positioning definition, which guided the marketing objectives to be pursued. In addition to this we create a marketing mix based on the 7P’s (Product, Price, Placement, Promotions, People, Process, Physical Evidence). Furthermore, the work provides the prospective avenues for product growth and marketing following the markets' stated growth objectives. This project comprises creating a comprehensive marketing strategy for The Casa Pereirinha as a significant example of the region's tourism business, and our primary purpose is to conserve its past while developing a new strategy.
- Fundamentals of a Digital Marketing Plan for a Tourism Infrastructure in AlentejoPublication . Popova, Mariia; Fonseca, Manuel José; Garcia, Jorge Esparteiro; Andrade, José GabrielThere is no doubt that tourism benefits Portugal’s economy. The area should be able to better target the market for its travel and tourist products and increase its performance with the use of a marketing strategy, especially in a field where global competition is always increasing. This digital marketing plan seeks to analyze the strengths and limitations of the Portuguese region in its target markets, as well as the most current advancements in the global travel and tourism sector. In this work, it is conducted an analysis of both micro and macro environments of Casa Pereirinha. In addition, it was created a marketing mix based on the 7P’s. Furthermore, the work provides the prospective avenues for product growth and marketing following the markets’ stated growth objectives. This project comprises creating a comprehensive digital marketing strategy for Casa Pereirinha as a significant example of the region’s tourism business, and the primary purpose is to conserve its past, while developing a new strategy.