Loading...
Publication
Plano de marketing para a empresa de turismo Nattrip em Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.37 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O principal objetivo deste projeto foi desenvolver um plano estratégico de
marketing para comunicar a chegada da empresa de turismo de natureza Nattrip em
Lisboa. Para tal, foi realizado um estudo bibliográfico sobre as tendências mundiais do
turismo, o turismo de natureza, o marketing digital, os serviços, o mercado turístico de
Lisboa e a empresa em questão. A metodologia de pesquisa utilizada foi aplicada em
estreita articulação com a empresa e permitiu a elaboração do diagnóstico da situação
organizacional na qual a mesma se encontrava. Para que o trabalho de pesquisa qualitativa
ficasse completo, realizou-se três entrevistas semi-estruturadas: duas com diretores da
Nattrip e uma com o diretor de uma empresa concorrente direta, a Vertente Natural. Por
fim, foi desenvolvido um plano de marketing com dois principais objetivos: tornar a
Nattrip conhecida no mercado turístico de Lisboa e atender aos clientes em todas as etapas
da jornada de compras. Também foram criadas metas e onze ações de marketing para
serem executadas no prazo de um ano de forma a tornar possível atingir os objetivos
desejados. O presente plano de marketing parte ainda da premissa de que a organização
iria investir fortemente em criar e implementar ações de marketing digital e comercial
adequadas para atingir o mercado desejado
The main objective of this project was to develop a strategic marketing plan to communicate the arrival of the Nattrip nature tourism company in Lisbon. To this end, a bibliographical study was carried out on world tourism trends, nature tourism, digital marketing, services, the Lisbon tourism market and the company in question. The research methodology used was applied in close articulation with the company and allowed the diagnosis of the organisational situation in which it was located. In order to complete the qualitative research work, three semi-structured interviews were conducted: two with Nattrip directors and one with the director of a direct competitor company, Vertente Natural. Finally, a marketing plan was developed with two main objectives: to make Nattrip known in the Lisbon tourism market and to serve customers at all stages of the shopping journey. It was also created goals and eleven marketing actions to be executed within one year in order to make it possible to achieve the desired objectives. The present marketing plan also starts from the premise that the organization would invest heavily in creating and implementing appropriate digital and commercial marketing actions to reach the desired market.
The main objective of this project was to develop a strategic marketing plan to communicate the arrival of the Nattrip nature tourism company in Lisbon. To this end, a bibliographical study was carried out on world tourism trends, nature tourism, digital marketing, services, the Lisbon tourism market and the company in question. The research methodology used was applied in close articulation with the company and allowed the diagnosis of the organisational situation in which it was located. In order to complete the qualitative research work, three semi-structured interviews were conducted: two with Nattrip directors and one with the director of a direct competitor company, Vertente Natural. Finally, a marketing plan was developed with two main objectives: to make Nattrip known in the Lisbon tourism market and to serve customers at all stages of the shopping journey. It was also created goals and eleven marketing actions to be executed within one year in order to make it possible to achieve the desired objectives. The present marketing plan also starts from the premise that the organization would invest heavily in creating and implementing appropriate digital and commercial marketing actions to reach the desired market.
Description
Keywords
Turismo Turismo de natureza e aventura Lisboa Portugal Marketing Plano de marketing projeto