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Advisor(s)
Abstract(s)
O avanço na tecnologia é um dos principais fatores na mudança dos mercados a nível global. O
aumento da concorrência cresceu exponencialmente, o que fez com que as empresas se
tornassem mais competitivas. O e-commerce visa acompanhar o avanço empresarial e
tecnológico, oferecendo às empresas variadas possibilidades de expansão no mercado e de
posicionamento perante o público-alvo. Aplicado ao marketing B2B (Business to Business), o ecommerce é uma ferramenta eficaz para empresas que tencionam entrar em novos mercados.
O setor do Trade Marketing apresenta-se como um setor em crescimento a nível mundial, e
como foi referido anteriormente, a concorrência aumentou revelando-se difícil a diferenciação
das empresas no mercado. Ao seguir uma estratégia, com linhas bem definidas, e com táticas
formadas e testadas, a marca conseguirá uma atenção diferente por parte do consumidor no
ponto de venda.
Juntando estes vários conceitos, a realização deste relatório visa averiguar qual é a importância,
e a necessidade das empresas que operam na área do Trade Marketing e das soluções para o
ponto de venda e merchandising, de estarem presentes no mercado online. Para tal foi realizado
um estudo de mercado cujos dados foram recolhidos através de uma plataforma online. Este foi
o principal desafio lançado no estágio realizado na WD Retail, e é expectável que os resultados
deste trabalho possam auxiliar a empresa na tomada de decisão.
The advance in technology is one of the key factors to globally changing markets. The increase in competition has grown exponentially which has forced the companies to become more competitive. E-commerce aims to accompany these technological and business advances by offering companies varied possibilities of positioning and market expansion before their consumer target. Applied to B2B marketing, (Business to Business) the e-commerce is an effective tool for companies that intend to enter new markets. The Trade Marketing sector presents as a global growing sector and, just as it was previously mentioned, the increased competition has increased proving difficult to companies to differentiate themselves in the market. By following a well-defined strategy with formed and tested tactics, the brand will succeed in getting a different attention by the consumer at the point of sale. Putting together these various concepts, the realization of this report aims to ascertain the importance, and the need of the companiesthat operate in the area of Trade Marketing and the solutions for the point of sale and merchandising, to be present in the online market. For such purpose, a market study was carried out whose data were collected through an online platform. This was the main challenge launched in the internship held at WD Retail, and it is expected that the results of this work can assist the company in decision making.
The advance in technology is one of the key factors to globally changing markets. The increase in competition has grown exponentially which has forced the companies to become more competitive. E-commerce aims to accompany these technological and business advances by offering companies varied possibilities of positioning and market expansion before their consumer target. Applied to B2B marketing, (Business to Business) the e-commerce is an effective tool for companies that intend to enter new markets. The Trade Marketing sector presents as a global growing sector and, just as it was previously mentioned, the increased competition has increased proving difficult to companies to differentiate themselves in the market. By following a well-defined strategy with formed and tested tactics, the brand will succeed in getting a different attention by the consumer at the point of sale. Putting together these various concepts, the realization of this report aims to ascertain the importance, and the need of the companiesthat operate in the area of Trade Marketing and the solutions for the point of sale and merchandising, to be present in the online market. For such purpose, a market study was carried out whose data were collected through an online platform. This was the main challenge launched in the internship held at WD Retail, and it is expected that the results of this work can assist the company in decision making.
Description
Keywords
e-Commerce Estágio Curricular Lojas Online Marketing B2b Ponto de Venda Trade Marketing Wd Retail