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Advisor(s)
Abstract(s)
Este projeto tem como objetivo fundamental a elaboração de um plano de marketing para
o restaurante Food Concept. Localizado na zona histórica da baixa do Porto, este será
reconhecido pelos seus pratos tipicamente mediterrâneos, aliado a um ambiente
diferenciado e com uma vista sob uma das mais emblemáticas ruas da cidade do Porto,
tornando toda a experiência única.
Considerando todos os fatores culturais, sociais e psicológicos do público alvo, verificou se a oportunidade da criação de um restaurante que pudesse dar resposta a estas
necessidades, combinando o tradicional com o moderno, reunindo o segmento nacional e
internacional de forma a ganhar vantagem competitiva.
O plano de marketing aplicado à Food Concept foi desenvolvido com o intuito de criar
estratégias e métodos capazes de fazer desta empresa uma referência ao nível da
gastronomia local, reforçando assim a sua posição num mercado altamente competitivo.
Para a realização deste projecto, realizou-se uma análise estratégica através da análise
PESTAL e análise SWOT, uma caracterização dos principais concorrentes diretos e
indiretos, a identificação das principais estratégias de marketing, bem como um conjunto
de ações passíveis de implementar relativas ao marketing-mix, incidindo bastante na
variável comunicação.
Este projeto vem assim demonstrar a relevância que uma abordagem direcionada para a
presença nas redes sociais e plataformas digitais pode ter no crescimento sustentado da
empresa, permitindo uma diferenciação dos restantes concorrentes, onde muitas vezes as
ações de marketing são desvalorizadas.
This project aims to develop a marketing plan for the Food Concept restaurant. Located in the historic area of downtown Porto, this will be recognized for its typically Mediterranean dishes, combined with a different atmosphere and a view over one of the most emblematic streets in the city of Porto, making the entire experience unique. Considering all the cultural, social and psychological factors of the target audience, there was an oportunity to create a restaurant that could respond to these needs, combining the traditional with the modern, bringing together the national and international segments in order to gain a competitive advantage. The marketing plan applied to Food Concept was developed with the aim of creating strategies and methods capable of making this company a reference in terms of local gastronomy, thus reinforcing its prosition in a higly competitive market. To carry out this project, a strategic analysis was carried out through a PESTAL and a SWOT analysis, a characterization of the main direct and indirect competitors, the main marketing strategies identification, as well as a set of actions that can be implemented relating to marketing-mix, focusing heavily on the communication variable. This project demonstrate the relevance that a targeted approach to presence on social media and digital plataforms can have on the company’s sustained growth, allowing differenctiation from other competitors, where marketing actions are often undervalued.
This project aims to develop a marketing plan for the Food Concept restaurant. Located in the historic area of downtown Porto, this will be recognized for its typically Mediterranean dishes, combined with a different atmosphere and a view over one of the most emblematic streets in the city of Porto, making the entire experience unique. Considering all the cultural, social and psychological factors of the target audience, there was an oportunity to create a restaurant that could respond to these needs, combining the traditional with the modern, bringing together the national and international segments in order to gain a competitive advantage. The marketing plan applied to Food Concept was developed with the aim of creating strategies and methods capable of making this company a reference in terms of local gastronomy, thus reinforcing its prosition in a higly competitive market. To carry out this project, a strategic analysis was carried out through a PESTAL and a SWOT analysis, a characterization of the main direct and indirect competitors, the main marketing strategies identification, as well as a set of actions that can be implemented relating to marketing-mix, focusing heavily on the communication variable. This project demonstrate the relevance that a targeted approach to presence on social media and digital plataforms can have on the company’s sustained growth, allowing differenctiation from other competitors, where marketing actions are often undervalued.
Description
Keywords
Plano de marketing Restauração Turismo Marketing estratégico Marketing-mix Marketing plan Restaurants Strategic marketing Tourism