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Advisor(s)
Abstract(s)
Devido à inexistência de um plano de marketing e da fraca aplicação de estratégias de comunicação
por parte da barbearia Nómada, o presente projeto visa proceder ao planeamento da vertente
estratégica, operacional e digital desta mesma área, com a finalidade de poder posicionar a empresa
no mercado e acrescentar valor tático à mesma, em relação à sua concorrência.
Como metodologia para esta investigação, foi elaborada, inicialmente, uma entrevista exploratória
semiestruturada ao sócio-gerente da barbearia, de modo a percecionar o ambiente envolvente à
empresa e tentar saber quais os serviços prestados, bem como os processos e variáveis de
marketing-mix alicerçados aos mesmos.
Adicionalmente, foi aplicado um inquérito por questionário para identificar os diversos segmentos da
empresa, definir o público-alvo em que o plano de marketing atual deverá atuar e avaliar o grau de
satisfação dos clientes e a qualidade dos serviços prestados. As conclusões dos resultados obtidos
tiveram como base premissas resultantes do estudo da estatística descritiva, medidas de dispersão
e análise de grupos homogéneos, através de técnicas multivariadas de classificação de clusters e
marketing direto.
Desta forma, constatou-se que o sócio-gerente da empresa possui uma perspetiva positiva em
relação aos serviços da barbearia, conotando-os com qualidade e profissionalismo. O mesmo se
comprova pela análise de dados do questionário, nos quais foi possível verificar que os clientes
estão satisfeitos com os serviços da organização e lhe atribuem um elevado grau de qualidade.
Por fim, concluiu-se que o plano de marketing realizado é um instrumento de uma ferramenta de
gestão útil para a barbearia, uma vez que são apresentadas propostas de estratégias a adotar,
baseadas em boas práticas do marketing. Assim, aplicando as táticas consequentes, a organização
poderá evidenciar as suas propostas de valor, obtendo vantagens competitivas e capacidade de
ultrapassar lacunas subdiagnosticadas pela anterior inexistência de um planeamento de marketing
estruturado.
Due to the lack of a marketing plan and the weak application of marketing communication strategies by Nómada barber shop, this project aims to plan the strategic, operational and digital aspects of this same area, in order to position the company in the market and add tactical value to it, relative to its competition. As a methodology for this investigation, a semi-structured exploratory interview was initially prepared for the barber's managing partner, in order to observe the environment surrounding the company and try to know the services provided by it, as well as the marketing-mix processes and variables based on them. In the other hand, a survey was applied to identify the different segments of the company, define the target audience in which the current marketing plan should focus and evaluate the customer satisfaction and the quality of the services provided. The conclusions of the results were based on assumptions resulting from the study of descriptive statistics, dispersion measures and homogeneous group analysis, through multivariate cluster classification techniques and direct marketing. Thus, it was notice that the managing partner of the company has a positive outlook on his barber shop services, connoting them with quality and professionalism. The same aspect is evidenced by the data analysis of the survey, in which it was found that customers are satisfied with the services given by the organization and gave to it a high mark of quality. Finally, it was concluded that the marketing plan assumed is a useful market research tool for the barber shop, as it proposes strategies to adopt based on good marketing practices. Thus, by applying these tactics, an organization can demonstrate how its estimate value gain competitive advantages and the ability to overcome gaps underdiagnosed by the previous lack of structured marketing planning.
Due to the lack of a marketing plan and the weak application of marketing communication strategies by Nómada barber shop, this project aims to plan the strategic, operational and digital aspects of this same area, in order to position the company in the market and add tactical value to it, relative to its competition. As a methodology for this investigation, a semi-structured exploratory interview was initially prepared for the barber's managing partner, in order to observe the environment surrounding the company and try to know the services provided by it, as well as the marketing-mix processes and variables based on them. In the other hand, a survey was applied to identify the different segments of the company, define the target audience in which the current marketing plan should focus and evaluate the customer satisfaction and the quality of the services provided. The conclusions of the results were based on assumptions resulting from the study of descriptive statistics, dispersion measures and homogeneous group analysis, through multivariate cluster classification techniques and direct marketing. Thus, it was notice that the managing partner of the company has a positive outlook on his barber shop services, connoting them with quality and professionalism. The same aspect is evidenced by the data analysis of the survey, in which it was found that customers are satisfied with the services given by the organization and gave to it a high mark of quality. Finally, it was concluded that the marketing plan assumed is a useful market research tool for the barber shop, as it proposes strategies to adopt based on good marketing practices. Thus, by applying these tactics, an organization can demonstrate how its estimate value gain competitive advantages and the ability to overcome gaps underdiagnosed by the previous lack of structured marketing planning.
Description
Mestrado APNOR
Keywords
Plano de marketing Estratégias Barbearia Serviços Marketing-mix