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Plano de marketing para a empresa pedra amarela
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O presente trabalho tem como objetivo elaborar um plano de marketing para a empresa Pedra Amarela, uma pequena empresa familiar produtora de vinho localizada na freguesia de Arcas, concelho de Macedo de Cavaleiros. Este estudo surge da necessidade de dotar a empresa de uma estratégia de marketing estruturada que permita aumentar a visibilidade da marca, reforçar o seu posicionamento no mercado e potenciar o crescimento sustentável num setor fortemente competitivo e em constante transformação.
Contexto e relevância: O setor vitivinícola português assume um papel estratégico na economia nacional, contribuindo para a coesão territorial e o desenvolvimento rural. Contudo, muitas microempresas enfrentam dificuldades em afirmar-se devido à ausência de planos de marketing formais e à escassez de recursos. Assim, este projeto é relevante por propor uma abordagem prática e adaptada à realidade das pequenas empresas familiares da região de Trás-os-Montes.
Questão de investigação: Como pode a empresa Pedra Amarela, através de um plano de marketing estruturado, reforçar o seu posicionamento e notoriedade no mercado regional e nacional?
Objetivo: Definir e implementar um plano de marketing que permita aumentar a visibilidade da marca Pedra Amarela, otimizar a sua presença no mercado e criar uma base sólida para o seu crescimento sustentável.
Metodologia: Recorreu-se a uma abordagem mista, combinando métodos qualitativos e quantitativos. Foram analisados dados secundários sobre o setor e realizados questionários a clientes (restaurantes), complementados com uma análise SWOT, PESTEL e do modelo 5 Forças de Porter.
Resultados: O estudo permitiu identificar oportunidades de diferenciação com base na autenticidade, no enoturismo e na valorização do território. A aplicação de estratégias digitais e de branding territorial revelou-se essencial para aumentar a notoriedade e atrair novos públicos.
Conclusões e recomendações: Conclui-se que a Pedra Amarela deve investir na consolidação da marca, reforçar a comunicação digital e apostar em parcerias locais. Recomenda-se a implementação gradual das ações de marketing definidas, como a monitorização contínua dos resultados, assegurando a sustentabilidade e o fortalecimento da presença no mercado.
The present study aims to develop a marketing plan for Pedra Amarela, a small family-owned wine-producing company located in the parish of Arcas, in the municipality of Macedo de Cavaleiros. This research arises from the need to provide the company with a structured marketing strategy that enhances brand visibility, strengthens its market positioning, and supports sustainable growth in a highly competitive and constantly evolving sector. Context and relevance: The Portuguese wine industry plays a key role in the national economy, contributing to rural development and territorial cohesion. However, many microenterprises struggle to assert themselves due to the lack of formal marketing strategies and limited resources. Therefore, this project is relevant for presenting a practical and adapted approach to the specific reality of small family businesses in the Trás-os-Montes region. Context and relevance: The Portuguese wine industry plays a key role in the national economy, contributing to rural development and territorial cohesion. However, many microenterprises struggle to assert themselves due to the lack of formal marketing strategies and limited resources. Therefore, this project is relevant for presenting a practical and adapted approach to the specific reality of small family businesses in the Trás-os-Montes region. Research question: How can Pedra Amarela, through a structured marketing plan, strengthen its market positioning and brand awareness at the regional and national levels? Objective: To design and implement a marketing plan that increases Pedra Amarela’s brand visibility, optimizes its market presence, and builds a foundation for sustainable business growth. Methodology: A mixed-method approach was used, combining qualitative and quantitative techniques. Secondary data on the wine sector were analyzed, and consumer surveys were conducted, complemented by SWOT, PESTEL, and Porter’s Five Forces analyses. Results: The study identified differentiation opportunities based on authenticity, wine tourism, and territorial branding. The integration of digital and experiential marketing strategies proved essential to enhance brand awareness and attract new market segments. Conclusions and recommendations: It is concluded that Pedra Amarela should focus on brand consolidation, reinforce its digital communication, and invest in local partnerships. The gradual implementation and continuous evaluation of the proposed marketing actions are recommended to ensure long-term sustainability and competitive growth.
The present study aims to develop a marketing plan for Pedra Amarela, a small family-owned wine-producing company located in the parish of Arcas, in the municipality of Macedo de Cavaleiros. This research arises from the need to provide the company with a structured marketing strategy that enhances brand visibility, strengthens its market positioning, and supports sustainable growth in a highly competitive and constantly evolving sector. Context and relevance: The Portuguese wine industry plays a key role in the national economy, contributing to rural development and territorial cohesion. However, many microenterprises struggle to assert themselves due to the lack of formal marketing strategies and limited resources. Therefore, this project is relevant for presenting a practical and adapted approach to the specific reality of small family businesses in the Trás-os-Montes region. Context and relevance: The Portuguese wine industry plays a key role in the national economy, contributing to rural development and territorial cohesion. However, many microenterprises struggle to assert themselves due to the lack of formal marketing strategies and limited resources. Therefore, this project is relevant for presenting a practical and adapted approach to the specific reality of small family businesses in the Trás-os-Montes region. Research question: How can Pedra Amarela, through a structured marketing plan, strengthen its market positioning and brand awareness at the regional and national levels? Objective: To design and implement a marketing plan that increases Pedra Amarela’s brand visibility, optimizes its market presence, and builds a foundation for sustainable business growth. Methodology: A mixed-method approach was used, combining qualitative and quantitative techniques. Secondary data on the wine sector were analyzed, and consumer surveys were conducted, complemented by SWOT, PESTEL, and Porter’s Five Forces analyses. Results: The study identified differentiation opportunities based on authenticity, wine tourism, and territorial branding. The integration of digital and experiential marketing strategies proved essential to enhance brand awareness and attract new market segments. Conclusions and recommendations: It is concluded that Pedra Amarela should focus on brand consolidation, reinforce its digital communication, and invest in local partnerships. The gradual implementation and continuous evaluation of the proposed marketing actions are recommended to ensure long-term sustainability and competitive growth.
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Vinho Empresa familiar Plano de marketing Posicionamento Marca