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Publication
Plano de marketing Albacor Residence: o estudo de caso de uma unidade de alojamento local
| Name: | Description: | Size: | Format: | |
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| 2.15 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este projeto visa desenvolver e implementar um plano de Marketing para a unidade de alojamento local Faro Albacor Residence (residência universitária) que permita planear e implementar ações de Marketing e vendas que ajudem à unidade conseguir notoriedade junto do público alvo e consequentemente conseguir captar clientes e criar rentabilidade. A receita gerada pela exploração turística da unidade poderá dar à Universidade do Algarve a possibilidade de contribuir para melhorar as condições de vidas dos estudantes residentes durante o ano letivo.
Foi feito um estudo de caso, com base nos dados recolhidos no ano piloto, tendo o período de abertura da unidade sido de 30/06 a 02/09/2018.
Uma vez que a unidade não dispõe de uma equipa própria de vendas e Marketing, surgiu a necessidade de criar um plano de Marketing que ajude a guiar o seu desenvolvimento.
Este plano contribui para a comercialização eficiente de um novo produto turístico no Algarve, residências universitárias utilizadas como alojamento local para turistas no período de verão, através de estratégias de Marketing, com enfâse numa perspetiva de CRM ou Marketing relacional com especial enfoque nos meios online.
Neste projeto a metodologia utilizada foi a pesquisa e revisão de literatura sobre Marketing em Hotelaria, enquanto indústria de serviços, e a recolha de dados na unidade de alojamento local, tendo a análise desta informação determinado a estratégia apresentada no plano de Marketing.
Finalmente, o plano permite-nos concluir que os meios digitais podem trazer um grande potencial de negócio, dada a dimensão e período de abertura, pela otimização dos meios contratados, dinamização do site e redes sociais, sobretudo se direcionar a sua força de vendas para um segmento de mercado jovem, que passa a maior parte do seu tempo online, interessado em viajar e com preocupações ambientais.
This project aims to develop and implement a Marketing plan for the Faro Albacor Residence, a student housing unit, that allows planning and implementation of Marketing and sales actions to help the unit gain awareness with the target audience and consequently capture customers and create profitability. The revenue generated by the tourist operation of the unit, can give the University of Algarve the possibility to contribute to improving the living conditions of resident students during the school year. A case study was made, based on the data collected in the pilot year, with the opening period of the unit from the 30/06 to 02/09/2018. Since the property does not have its own sales and Marketing team, a need has arisen to create a Marketing plan that will guide its development. This plan contributes to the efficient Marketing of a new tourism product in the Algarve, university residences used as local accommodation for summer tourists, through Marketing strategies, with a focus on CRM paying attention to online channels. The methodology used was the research and literature review on Hotel Marketing, as a services’ industry, and data collection in the local accommodation unit, having the analysis of this information determined the strategy presented in the Marketing Plan. Finally, the plan allows us to conclude that digital media can bring great business potential, given the size and opening period, by optimizing contracted channels, streamlining the website and social networks, especially if it directs its sales force to a young market segment that spends most of its time online, interested in traveling and with environmental concerns.
This project aims to develop and implement a Marketing plan for the Faro Albacor Residence, a student housing unit, that allows planning and implementation of Marketing and sales actions to help the unit gain awareness with the target audience and consequently capture customers and create profitability. The revenue generated by the tourist operation of the unit, can give the University of Algarve the possibility to contribute to improving the living conditions of resident students during the school year. A case study was made, based on the data collected in the pilot year, with the opening period of the unit from the 30/06 to 02/09/2018. Since the property does not have its own sales and Marketing team, a need has arisen to create a Marketing plan that will guide its development. This plan contributes to the efficient Marketing of a new tourism product in the Algarve, university residences used as local accommodation for summer tourists, through Marketing strategies, with a focus on CRM paying attention to online channels. The methodology used was the research and literature review on Hotel Marketing, as a services’ industry, and data collection in the local accommodation unit, having the analysis of this information determined the strategy presented in the Marketing Plan. Finally, the plan allows us to conclude that digital media can bring great business potential, given the size and opening period, by optimizing contracted channels, streamlining the website and social networks, especially if it directs its sales force to a young market segment that spends most of its time online, interested in traveling and with environmental concerns.
Description
Keywords
Alojamento local CRM Hotelaria Marketing Serviços.