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Planeamento estratégico da empresa carpintaria Celestino Gonçalves
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Advisor(s)
Abstract(s)
Contexto e relevância: O planeamento estratégico é fundamental para o sucesso a longo prazo das empresas que se pretendam afirmar num mercado que é cada vez competitivo e dinâmico. Nas microempresas, apesar destas serem estruturas organizacionais de reduzida dimensão, e que nem sempre dispõem de recursos humanos, materiais e financeiros adequados, definir um plano estratégico e informação sistematizada é fundamental, para que consigam uma visão mais clara do caminho a seguir.
Questão de investigação: A Carpintaria Celestino Gonçalves não tem um plano estratégico definido nem informação genérica sistematizada sobre a organização. A empresa goza de uma boa reputação local, mas a sua presença online e o posicionamento da marca são ainda relativamente limitados. Esta situação dificulta a captação de novos clientes e a manutenção da lealdade dos existentes, evidenciando-se desta forma a necessidade de modernização e fortalecimento da imagem corporativa da Carpintaria Celestino Gonçalves, bem como um posicionamento adequado nas redes sociais. Neste sentido, com o presente projeto pretende-se desenvolver um plano estratégico para a Carpintaria Celestino Gonçalves, com o objetivo de fortalecer a sua posição no mercado e garantirmelhores condições para o seu crescimento e posicionamento de mercado a médio e longo prazo.
Objetivos:
OE1: Elaborar um plano estratégico para a empresa.
OE2: Definir o posicionamento da empresa.
OE3: Definir a identidade visual da empresa consonante com o posicionamento pretendido.
Metodologia: A metodologia deste trabalho será de tipologia mista. Foram recolhidos dados primários através de uma entrevista semiestruturada ao responsável da empresa com um conjunto de questões que abordam a trajetória da empresa e a sua evolução ao longo do tempo, estratégias de diferenciação para a empresa se destacar no mercado e análise do perfil dos concorrentes diretos. Foram também recolhidos e tratados dados secundários provenientes de fontes oficiais como a Pordata, o Racius e o Banco de Portugal, para uma análise do mercado que permita compreender a dimensão do mercado, número de empresas ativas no setor, indicadores económicos e dados sociodemográficos. Esta análise permitirá compreender a estrutura e dinâmica do mercado de forma mais sustentada e consistente.
Resultados:O plano estratégico a desenvolver para a Carpintaria Celestino Gonçalves visa alcançar resultados em diversas áreas da empresa, com diferentes objetivos, nomeadamente, um aumento do reconhecimento e visibilidade da empresa, um aumento da confiança dos clientes e o fortalecimento do seu posicionamento no mercado. Em última instância, será expectável que a empresa tenha condições para melhorar a sua performance, nomeadamente através de um aumento substancial do seu volume de negócios.
Conclusões e recomendações: O projeto revela algumas limitações, nomeadamente na disponibilidade de dados financeiros atualizados pelo facto de se tratar de uma única abordagem centrada num único caso de estudo.
Context and relevance: Strategic planning is fundamental to the long-term success of companies that want to stay afloat in an increasingly competitive and dynamic market. For micro-businesses, which despite their small structures don't always have sufficient human, material and financial resources, a strategic plan and systematised information are essential to have a clearer vision of the future. online shop. Research question: Carpintaria Celestino Gonçalves does not have a defined strategic plan or systematised generic information about the organisation. The company has a good local reputation, but its online presence and brand positioning are still limited, which makes it difficult to attract new customers and retain the loyalty of existing ones, so there is a need to modernise and strengthen Carpintaria Celestino Gonçalves' corporate image and positioning on social networks. With this in mind, the aim of this project is to develop a strategic plan for Carpintaria Celestino Gonçalves, with the aim of strengthening its position in the market and ensuring its long-term growth and positioning. Objectives: SO1: Draw up a strategic plan for the company. SO2: Define the company's positioning. SO3: Define the company's visual identity in line with the intended positioning. Methodology: The methodology of this study will be mixed. Primary data was collected by means of a semi-structured interview with the head of the company, with questions covering the company's history and its evolution over time, differentiation strategies for the company to stand out in the market and an analysis of the profile of direct competitors. Secondary data was also collected and processed from official sources such as Pordata, Racius and the Bank of Portugal, in order to analyse the market and understand its size, the number of companies active in the sector, economic indicators and demographic data. This analysis will allow us to understand the structure and dynamics of the market. Results: The strategic plan for Carpintaria Celestino Gonçalves aims to achieve results in various areas of the company, with different objectives, namely increasing the company's recognition and visibility, increasing customer confidence and strengthening its position in the market. Ultimately, the company is expected to increase its turnover. Conclusions and recommendations: The project reveals some limitations, namely the availability of up-to-date financial data and the small size of the sample, and the fact that it is a single approach centred on a single case study.
Context and relevance: Strategic planning is fundamental to the long-term success of companies that want to stay afloat in an increasingly competitive and dynamic market. For micro-businesses, which despite their small structures don't always have sufficient human, material and financial resources, a strategic plan and systematised information are essential to have a clearer vision of the future. online shop. Research question: Carpintaria Celestino Gonçalves does not have a defined strategic plan or systematised generic information about the organisation. The company has a good local reputation, but its online presence and brand positioning are still limited, which makes it difficult to attract new customers and retain the loyalty of existing ones, so there is a need to modernise and strengthen Carpintaria Celestino Gonçalves' corporate image and positioning on social networks. With this in mind, the aim of this project is to develop a strategic plan for Carpintaria Celestino Gonçalves, with the aim of strengthening its position in the market and ensuring its long-term growth and positioning. Objectives: SO1: Draw up a strategic plan for the company. SO2: Define the company's positioning. SO3: Define the company's visual identity in line with the intended positioning. Methodology: The methodology of this study will be mixed. Primary data was collected by means of a semi-structured interview with the head of the company, with questions covering the company's history and its evolution over time, differentiation strategies for the company to stand out in the market and an analysis of the profile of direct competitors. Secondary data was also collected and processed from official sources such as Pordata, Racius and the Bank of Portugal, in order to analyse the market and understand its size, the number of companies active in the sector, economic indicators and demographic data. This analysis will allow us to understand the structure and dynamics of the market. Results: The strategic plan for Carpintaria Celestino Gonçalves aims to achieve results in various areas of the company, with different objectives, namely increasing the company's recognition and visibility, increasing customer confidence and strengthening its position in the market. Ultimately, the company is expected to increase its turnover. Conclusions and recommendations: The project reveals some limitations, namely the availability of up-to-date financial data and the small size of the sample, and the fact that it is a single approach centred on a single case study.
Description
Keywords
Plano estratégico Imagem corporativa Posicionamento Marketing digital Redes sociais