Loading...
Publication
Orientação estratégica de marketing para a criação de plataforma online
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.45 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O tema do projeto nasce da necessidade que sentimos aquando da intensão de reservar uma atividade relaciona da com o turismo de aventura na Região.
Após uma pesquisa na internet, para reservar uma atividade ao melhor preço, constatou-se que não há nenhuma plataforma de venda online na região, que reúna todas as atividades e as compare entre as empresas que desenvolvem essas atividades.
O projeto a apresentar consiste na elaboração de orientações para o desenvolvimento do plano estratégico de marketing para estudar o lançamento de uma plataforma de venda online de atividades de turismo ativo e de aventura.
Pretende-se com este projeto desenvolver o conhecimento e análise do “negócio” do turismo. Para tal procurou-se definir as envolventes externas da plataforma, incluindo uma análise do meio envolvente, análise do mercado e análise do sector.
O objetivo deste plano passou pela identificação do perfil sociodemográfico do turista do Açores para que a plataforma possa canalizar e melhorar o seu processo estratégico de marketing, através da segmentação, definição do mercado-alvo e posicionamento.
ABSTRACT: The project subject rose from the necessity felt, when booking an adventure activity in the Azores, to find a place that would gather all companies, information and prices available for those activities. After an internet research it was easily verified that there was no online platform that comprehended all the activities available and compared them between the variety of companies that sell those services. The present project is focused on creating guidelines for the development of a strategic marketing plan and to study the creation of an online sales platform for adventure tourism activities in the Azores. It intends to develop the knowledge and the analysis of the tourism business. with that purpose we look to define the external environment of the platform, including an analysis of its surroundings, market and sector. The goal of this plan was supported by the identification of the sociodemographic profile of the tourist that visits the Azores, so that the platform could channel and improve its strategic marketing process through segmentation, definition of the target market and positioning.
ABSTRACT: The project subject rose from the necessity felt, when booking an adventure activity in the Azores, to find a place that would gather all companies, information and prices available for those activities. After an internet research it was easily verified that there was no online platform that comprehended all the activities available and compared them between the variety of companies that sell those services. The present project is focused on creating guidelines for the development of a strategic marketing plan and to study the creation of an online sales platform for adventure tourism activities in the Azores. It intends to develop the knowledge and the analysis of the tourism business. with that purpose we look to define the external environment of the platform, including an analysis of its surroundings, market and sector. The goal of this plan was supported by the identification of the sociodemographic profile of the tourist that visits the Azores, so that the platform could channel and improve its strategic marketing process through segmentation, definition of the target market and positioning.
Description
Dissertação de Mestrado, Gestão de Empresas (MBA), 10 de abril de 2018, Universidade dos Açores.
Keywords
Comércio Electrónico Marketing Turismo Strategic Marketing
Citation
Pacheco, Bruno Miguel da Silva. "Orientação estratégica de marketing para a criação de plataforma online". 2018. 78 p.. (Dissertação de Mestrado em Gestão de Empresas/MBA). Ponta Delgada: Universidade dos Açores, 2017. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/4702>.