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Abstract(s)
Compreender como o mercado age e evolui, implica muito trabalho para o sucesso empresarial, o que compromete a constante adaptação das tarefas de marketing.
Foi com esta preocupação que se tomou como objetivo elaborar um plano de marketing para a Cooperativa de Produtores de Leite de Cabra Serrana (LEICRAS), com enfoque na elaboração de uma estratégia de marketing para o lançamento do novo produto: Iogurte de Cabra Transmontano.
Para a consecução deste objetivo, recorreu-se a diferentes fontes documentais, não documentais e à observação direta. No contexto das fontes documentais fez-se a recolha e análise de dados na perspetiva de vários autores. No contexto das fontes não documentais, foi realizada uma entrevista semiestruturada, que forneceu informação específica sobre a LEICRAS. Por último, a observação participante, desenvolvida no decorrer do estágio profissional, proporcionou o contacto direto com os procedimentos e modelos de atuação da cooperativa.
Com as fontes de informação recolhidas, foi efetuada a revisão bibliográfica para o enquadramento teórico da caprinicultura portuguesa da raça caprina Serrana e do leite de cabra. Posteriormente, procedeu-se à caracterização do iogurte, concluindo-se com uma revisão sobre as características principais a observar no Marketing, destacando-se o conceito de Marketing Social, a Estratégia de Marketing-mix nas Empresas e a análise SWOT (Strenghts, Weaknesses, Opportunities, Threats). No âmbito do trabalho empírico foi elaborado o plano de marketing para o Iogurte de Cabra Transmontano. Para além da análise da concorrência, foram realizadas a Estratégia de Marketing-mix e a Análise SWOT para a Cooperativa LEICRAS.
De harmonia com o exposto, tentou-se encontrar a melhor estratégia de lançamento do Iogurte de Cabra Transmontano para o mercado. Ao levar a cabo este desígnio, concluiu-se que este novo iogurte pode ter sucesso no mercado, uma vez que se observa uma tendência positiva na procura por novos produtos que derivam do leite dos caprinos, e consequentemente apresenta-se como uma oportunidade viável para dilatar o merecido reconhecimento da LEICRAS no país. Recomenda-se, assim, que a organização não descure o plano e encare o marketing como uma área fulcral para avançar com a estratégia proposta.
Understanding how the market acts and evolves, implies a lot of work for business success, which compromises the constant adaptation of marketing tasks. It was with this concern that the goal was to develop a marketing plan for the Cooperativa de Produtores de Leite de Cabra Serrana (LEICRAS), focusing on the development of a marketing strategy for the launch of a new product Iogurte de Cabra Transmontano. To achieve this objective, we used different documentary and non-documentary sources and direct observation. In the context of documentary sources, data were collected and analyzed from the perspective of several authors. In the context of non-documentary sources, a semi-structured interview was carried out, which provided specific information about LEICRAS. Finally, participant observation, developed during the professional internship, provided direct contact with the Cooperative's procedures and performance models. With the collected information sources, a literature review was carried out for the theoretical framework of the Portuguese goat farming of the Serrana goat breed and goat milk. Subsequently, we proceeded to the characterization of yogurt, concluding with a review on the main characteristics to be observed in Marketing, highlighting the concept of Social Marketing, the Marketing-mix Strategy in Companies and the SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). In the scope of the empirical work the marketing plan for the Iogurte de Cabra Transmontano was elaborated. Besides the analysis of the competition, the Marketing-mix Strategy and the SWOT Analysis for the LEICRAS Cooperative were carried out. In harmony with the above, we tried to find the best strategy to launch Iogurte de Cabra Transmontano to the market. By carrying out this design, it was concluded that this new yogurt can succeed in the market, since there is a positive trend in the demand for new products that derive from goat's milk, and consequently presents itself as a viable opportunity to expand the deserved recognition of LEICRAS in the country. It is therefore recommended that the organization does not neglect the plan and sees marketing as a core area to move forward with the proposed strategy.
Understanding how the market acts and evolves, implies a lot of work for business success, which compromises the constant adaptation of marketing tasks. It was with this concern that the goal was to develop a marketing plan for the Cooperativa de Produtores de Leite de Cabra Serrana (LEICRAS), focusing on the development of a marketing strategy for the launch of a new product Iogurte de Cabra Transmontano. To achieve this objective, we used different documentary and non-documentary sources and direct observation. In the context of documentary sources, data were collected and analyzed from the perspective of several authors. In the context of non-documentary sources, a semi-structured interview was carried out, which provided specific information about LEICRAS. Finally, participant observation, developed during the professional internship, provided direct contact with the Cooperative's procedures and performance models. With the collected information sources, a literature review was carried out for the theoretical framework of the Portuguese goat farming of the Serrana goat breed and goat milk. Subsequently, we proceeded to the characterization of yogurt, concluding with a review on the main characteristics to be observed in Marketing, highlighting the concept of Social Marketing, the Marketing-mix Strategy in Companies and the SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). In the scope of the empirical work the marketing plan for the Iogurte de Cabra Transmontano was elaborated. Besides the analysis of the competition, the Marketing-mix Strategy and the SWOT Analysis for the LEICRAS Cooperative were carried out. In harmony with the above, we tried to find the best strategy to launch Iogurte de Cabra Transmontano to the market. By carrying out this design, it was concluded that this new yogurt can succeed in the market, since there is a positive trend in the demand for new products that derive from goat's milk, and consequently presents itself as a viable opportunity to expand the deserved recognition of LEICRAS in the country. It is therefore recommended that the organization does not neglect the plan and sees marketing as a core area to move forward with the proposed strategy.
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Keywords
Leite de cabra Raça Serrana:Iogurte Cooperativa de Produtores de Leite de Cabra Serrana Valorização Trás-os-Montes Plano de marketing