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Advisor(s)
Abstract(s)
A comunicação é hoje mais rápida e importante do que nunca. As pessoas vivem ligadas ao que acontece 24 horas por dia, nos computadores, nos telemóveis ou na TV. Se por um lado se diversificam os canais de distribuição de mensagens de uma empresa, por outro a saturação por parte dos clientes é cada vez maior. A criatividade desempenha um papel importante para ultrapassar este obstáculo, medindo forças com orçamentos poderosos.
É assim vital para as empresas reposicionarem a estratégia e jogar com ferramentas novas. A evolução da tecnologia e a democratização do acesso á mesma, veio dar oportunidade a pequenas e medias empresas de ganharem uma exposição dificilmente alcançável com o marketing convencional. Por outro lado o consumidor está mais informado e quer ver valorizada a sua opinião. É fundamental aliar o marketing físico e o digital. O contexto de crise económica mundial veio também impulsionar as mudanças no mundo do marketing.
Neste sentido, objectivo deste projecto é realizar uma abordagem ao marketing para PME tendo em conta o contexto actual aplicando de forma integrada conhecimentos e competências adquiridos ao longo do mestrado de marketing. O trabalho tem um carácter multidisciplinar, envolvendo conhecimentos de economia, de gestão e tecnologia através de uma abordagem empírica.
Para esse efeito desenvolveu-se um plano de negócios de uma agência de marketing de guerrilha localizada na Covilhã tendo como target pequenas e medias empresas. O objectivo é apresentar um produto que lhes permita adaptarem-se às novas tendências enfrentar os desafios mais actuais e competir com empresas com maiores orçamentos através da criatividade e da diferenciação. Alem disso apresenta-se um estudo de caso de uma campanha de guerrilha comparado com um estudo de caso de marketing convencional. Face aos resultados obtidos podemos concluir que as ferramentas que apresentamos ao longo do projecto podem de facto ser um factor de sucesso e que são uma tendência inevitável.
Nowadays, communication is faster and more important than ever. People live connected to what happens 24 hours a day, through computers, cellphones or TV. If, by one hand, enterprises are diversifying their channels of distribution of messages, by the other hand, the customers saturation is growing. Creativity plays an important role to transcend this obstacle, measuring forces with powerful budgets. It is, then, vital for the companies to change their strategy and play with new tools. The evolution of technology and the democratization of its access have given to the small and medium-sized enterprises the opportunity to gain a hardly reachable exposure with the traditional marketing. Consumer is well informed and wants his opinions to be valued. It is crucial to ally both physical and digital marketing. The context of the economic world crisis has helped to propel the changes in marketing's world. In that purpose, this project's goal is to make an approach to the marketing for the SME's, attending to the current context and fully applying knowledges and skills acquired during the Masters Degree. The essay has a multidisciplinary character involving knowledges of economy, management and technology through an empirical approach. For that purpose it has been developed a business plan of a guerilla marketing agency located at Covilhã having as target SME's. The goal is to present a product that will allow them to adapt to the new tendencies, to face the current challenges and through creativity and differentiation compete with enterprises with larger budgets. Besides that we present a case study of a guerilla campaign in opposition of a conventional marketing case study. Facing the results obtained, we can conclude that the tools introduced throughout this project can indeed be a factor of success and that they are an inevitable tendency.
Nowadays, communication is faster and more important than ever. People live connected to what happens 24 hours a day, through computers, cellphones or TV. If, by one hand, enterprises are diversifying their channels of distribution of messages, by the other hand, the customers saturation is growing. Creativity plays an important role to transcend this obstacle, measuring forces with powerful budgets. It is, then, vital for the companies to change their strategy and play with new tools. The evolution of technology and the democratization of its access have given to the small and medium-sized enterprises the opportunity to gain a hardly reachable exposure with the traditional marketing. Consumer is well informed and wants his opinions to be valued. It is crucial to ally both physical and digital marketing. The context of the economic world crisis has helped to propel the changes in marketing's world. In that purpose, this project's goal is to make an approach to the marketing for the SME's, attending to the current context and fully applying knowledges and skills acquired during the Masters Degree. The essay has a multidisciplinary character involving knowledges of economy, management and technology through an empirical approach. For that purpose it has been developed a business plan of a guerilla marketing agency located at Covilhã having as target SME's. The goal is to present a product that will allow them to adapt to the new tendencies, to face the current challenges and through creativity and differentiation compete with enterprises with larger budgets. Besides that we present a case study of a guerilla campaign in opposition of a conventional marketing case study. Facing the results obtained, we can conclude that the tools introduced throughout this project can indeed be a factor of success and that they are an inevitable tendency.
Description
Keywords
Marketing-mix Marketing - Web 2.0