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Publication
ARTVOX
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.2 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Antigamente, o marketing era geralmente encarado como uma atividade focada na promoção de produtos e na persuasão do consumidor através da publicidade tradicional. No entanto, com a chegada da era digital e o surgimento das redes sociais, o marketing evoluiu para uma abordagem mais global e centrada no cliente. Atualmente, o marketing é uma disciplina multifacetada que inclui uma ampla gama de atividades, desde a pesquisa de mercado e análise de dados até à criação de estratégias de conteúdo e envolvimento do cliente em várias plataformas online e offline (Carvalho, 2018). É neste contexto que se desenvolve este estudo, que tem como objetivo desenvolver um plano de negócios para a criação da empresa ARTVOX, especializada em design de comunicação e marketing estratégico, oferecendo soluções personalizadas para empresas de vários setores e dimensões, adotando uma abordagem que liga criatividade e análise estratégica.
Para avaliar a viabilidade do projeto ARTVOX, foi elaborada uma análise económico-financeira detalhada, com base no modelo do IAPMEI e suportada por pressupostos realistas e ajustados ao contexto nacional. As projeções financeiras para o período de 2025 a 2030 mostram um crescimento progressivo do volume de negócios, o reforço do capital próprio e saldos de tesouraria sempre positivos. A ausência de endividamento externo, a robustez dos rácios de autonomia financeira e a capacidade de autofinanciamento confirmam a sustentabilidade do investimento. Paralelamente, o recurso a ferramentas como a análise SWOT e o modelo CANVAS permitiram enquadrar estrategicamente o negócio, sublinhando o crescimento da procura por soluções de marketing nos canais físicos e online, sustentando a conclusão de que a sua implementação representa não apenas uma oportunidade de negócio, mas também uma resposta prática à crescente procura por soluções criativas, acessíveis e eficazes no reforço da identidade e da presença de uma marca.
In the past, marketing was generally seen as an activity focused on promoting products and persuading consumers through traditional advertising. However, with the arrival of the digital age and the emergence of social media, marketing has evolved into a more global and customer-centric approach. Today, marketing is a multifaceted discipline that includes a wide range of activities, from market research and data analysis to creating content strategies and customer engagement across multiple online and offline platforms. (Carvalho, 2018) It is in this context that this study is developed, which aims to develop a business plan for the creation of the company ARTVOX, specializing in communication design and strategic marketing, offering customized solutions for companies of various sectors and sizes, adopting an approach that combines creativity and strategic analysis. To assess the viability of the ARTVOX project, a detailed economic and financial analysis was prepared, based on the IAPMEI model and supported by realistic assumptions adjusted to the national context. Financial projections for the period 2025 to 2030 show a progressive growth in turnover, the strengthening of equity and always positive cash balances. The absence of external debt, the robustness of financial autonomy ratios and the capacity for self-financing confirm the sustainability of the investment. At the same time, the use of tools such as SWOT analysis and the CANVAS model allowed for strategically framing the business, highlighting the growing demand for marketing solutions in both physical and online channels, supporting the conclusion that its implementation represents not only a business opportunity but also a practical response to the increasing demand for creative, accessible, and effective solutions to strengthen a brand's identity and presence.
In the past, marketing was generally seen as an activity focused on promoting products and persuading consumers through traditional advertising. However, with the arrival of the digital age and the emergence of social media, marketing has evolved into a more global and customer-centric approach. Today, marketing is a multifaceted discipline that includes a wide range of activities, from market research and data analysis to creating content strategies and customer engagement across multiple online and offline platforms. (Carvalho, 2018) It is in this context that this study is developed, which aims to develop a business plan for the creation of the company ARTVOX, specializing in communication design and strategic marketing, offering customized solutions for companies of various sectors and sizes, adopting an approach that combines creativity and strategic analysis. To assess the viability of the ARTVOX project, a detailed economic and financial analysis was prepared, based on the IAPMEI model and supported by realistic assumptions adjusted to the national context. Financial projections for the period 2025 to 2030 show a progressive growth in turnover, the strengthening of equity and always positive cash balances. The absence of external debt, the robustness of financial autonomy ratios and the capacity for self-financing confirm the sustainability of the investment. At the same time, the use of tools such as SWOT analysis and the CANVAS model allowed for strategically framing the business, highlighting the growing demand for marketing solutions in both physical and online channels, supporting the conclusion that its implementation represents not only a business opportunity but also a practical response to the increasing demand for creative, accessible, and effective solutions to strengthen a brand's identity and presence.
Description
Keywords
Empreendedorismo Plano de negócios Marketing Comunicação Estratégia