Desenvolvimento de um plano de marketing para a empresa Abaco Consulting
Date
2023-05-26
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Language
Portuguese
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Abstract
Este projeto de Marketing e Negócios Digitais, tem o principal objetivo a
elaboração de um Plano de Marketing para a Abaco Consulting, empresa portuguesa e,
desde 2008, um dos maiores parceiros de SAP a nível nacional, momento em que
conquistou o título de Gold Partner. Foi inicialmente fundada em 2004, e desde então
dedica-se à implementação de projetos, manutenção, formação e outsourcing.
As estratégias propostas neste plano de marketing, assumem como prossuposto
a realidade da empresa até dezembro de 2021. Uma vez que a partir desta data, a
mesma, foi adquirida pelo grupo Valantic de origem alemã, provocando uma
reestruturação estratégica e expandindo horizontes.
Por conseguinte, por forma a se realizar um plano de marketing seguindo a análise
e estudo desta realidade empresarial, foi adotada uma metodologia de recolha de dados
com vertente qualitativa, com recurso a documentos providenciados pela organização,
onde se realizou uma análise compreensiva de dados da empresa (relatórios de contas
e documentos internos) e com recurso a entrevistas de contexto informal com
responsáveis de diferentes departamentos. Foi realizada, além da observação
documental, a observação direta da própria realidade empresarial.
Com base nas respetivas análises, identificaram-se pontos fortes e fracos, assim
como oportunidades e ameaças, de modo a ajudar equipa de marketing a intervir com
maior precisão. Foram propostas novas iniciativas, as quais procuram potenciar e
otimizar o crescimento, não só a nível económico através do aumento receitas, mas
também a forma como a marca é percebida por todos os stakeholders.
The main goal of this Marketing and Digital Business project is to develop a Marketing Plan for Abaco Consulting, a Portuguese company and, since 2008, one of the biggest SAP partners at a national level, when it won the Gold Partner title. It was initially founded in 2004, and since then has dedicated itself to the implementation of projects, maintenance, training and outsourcing. The strategies proposed in this marketing plan, assume as presupposition the reality of the company until December 2021. Since from this date, the same was acquired by the German group Valantic, causing a strategic restructuring and expanding horizons. Therefore, in order to carry out a marketing plan following the analysis and study of this business reality, a qualitative data collection methodology was adopted, using documents provided by the organization, where a comprehensive analysis of company data was carried out (accounts reports and internal documents) and using informal interviews with people in charge of different departments. Besides documentary observation, direct observation of the business reality itself was also carried out. Based on the respective analyses, strong and weak points were identified, as well as opportunities and threats, to help the marketing team to intervene more precisely. New initiatives were proposed, which seek to enhance and optimize growth, not only on an economic level through increased revenues, but also in the way the brand is perceived by all stakeholders.
The main goal of this Marketing and Digital Business project is to develop a Marketing Plan for Abaco Consulting, a Portuguese company and, since 2008, one of the biggest SAP partners at a national level, when it won the Gold Partner title. It was initially founded in 2004, and since then has dedicated itself to the implementation of projects, maintenance, training and outsourcing. The strategies proposed in this marketing plan, assume as presupposition the reality of the company until December 2021. Since from this date, the same was acquired by the German group Valantic, causing a strategic restructuring and expanding horizons. Therefore, in order to carry out a marketing plan following the analysis and study of this business reality, a qualitative data collection methodology was adopted, using documents provided by the organization, where a comprehensive analysis of company data was carried out (accounts reports and internal documents) and using informal interviews with people in charge of different departments. Besides documentary observation, direct observation of the business reality itself was also carried out. Based on the respective analyses, strong and weak points were identified, as well as opportunities and threats, to help the marketing team to intervene more precisely. New initiatives were proposed, which seek to enhance and optimize growth, not only on an economic level through increased revenues, but also in the way the brand is perceived by all stakeholders.
Keywords
Plano de marketing, Abaco Consulting, Segmentação de mercado, Business to business, Marketing-mix
Document Type
Master thesis
Publisher Version
Dataset
Citation
Correia, P. M. R. (2023). Desenvolvimento de um plano de marketing para a empresa Abaco Consulting [Dissertação de Mestrado em Marketing e Negócios Digitais, Universidade Portucalense]. Repositório Institucional UPT. http://hdl.handle.net/11328/4799
Identifiers
TID
203319249
Designation
Mestrado em Marketing e Negócios Digitais
Access Type
Restricted Access