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Abstract(s)
O principal foco de toda e qualquer empresa é o sucesso e,
sem sombra de dúvida,
o mesmo se enquadra no setor hoteleiro. No entanto, só é possível atingir o sucesso se
este estiver apoiado por uma gestão estratégica. Trata-se de um processo dinâmico e
sistemático que permite acompanhar os objetivos, inicialmente propostos, com o
propósito de adaptar as empresas as mudanças do ambiente envolvente, sem nunca
descurar as necessidades dos clientes e procurando sempre alcançar a vantagem
competitiva.
Assim sendo, e dado que este é um mercado competitivo, é imprescindível que os
hotéis planeiem, estrategicamente, a sua performance e atuação no mercado.
Simultaneamente, é necessário identificar os pontos fracos, pontos fortes, as ameaças e
as oportunidades. Deste modo, o valor da empresa, do ponto de vista do cliente, é
valorizado e, consequentemente, aumentado, tendo a empresa mais probabilidade de,
assim, ser líder de mercado.
Partindo deste princípio, conclui-se que, inevitavelmente, existe uma
dependência entre o alcance de uma vantagem competitiva sustentável e o plano
estratégico delineado para o sucesso e implementado pela empresa.
O presente trabalho de investigação tem como foco a identificação e análise das
vantagens competitivas do hotel Mercure Porto Centro Aliados. Em adição, pretende-se
identificar quais os principais concorrentes e as linhas seguidas pelos mesmos, proceder
a análise das vantagens competitivas do hotel e, posteriormente, apresentar estratégias
que visem o reforço da vantagem competitiva.
Para que este propósito seja exequível, a metodologia qualitativa foi a escolhida,
tendo sido usada a técnica de análise de conteúdo aos comentários efetuados pelos
clientes, nas plataformas digitais.
The main focus of any company is success, and this is undoubtedly true of the hotel sector. However, success can only be achieved if it is supported by strategic management. Strategic management is a dynamic and systematic process that allows you to keep up with the objectives you initially set, with the aim of adapting companies to changes in the surrounding environment, without ever neglecting the needs of customers and always seeking to achieve a competitive advantage. Given that this is a competitive market, it is essential for hotels to strategically plan their performance in the market. At the same time, it is necessary to identify and transform weaknesses into strengths and threats into opportunities, so that the value of the company from the customer's point of view is enhanced and consequently increased, thus becoming the market leader. Based on this principle, it can be concluded that there is inevitably a dependency between achieving a sustainable competitive advantage and the strategic plan outlined for success and implemented by the company. This research project focuses on identifying and analyzing the competitive advantages of the Mercure Porto Centro Aliados hotel. in addition, the aim is to identify the main competitors and the lines followed by them; to analyze the hotel's competitive advantages; and then to present strategies aimed at strengthening the competitive advantage. For this to be achievable, a qualitative methodology was chosen, using the technique of content analysis of comments made by customers on digital platforms.
The main focus of any company is success, and this is undoubtedly true of the hotel sector. However, success can only be achieved if it is supported by strategic management. Strategic management is a dynamic and systematic process that allows you to keep up with the objectives you initially set, with the aim of adapting companies to changes in the surrounding environment, without ever neglecting the needs of customers and always seeking to achieve a competitive advantage. Given that this is a competitive market, it is essential for hotels to strategically plan their performance in the market. At the same time, it is necessary to identify and transform weaknesses into strengths and threats into opportunities, so that the value of the company from the customer's point of view is enhanced and consequently increased, thus becoming the market leader. Based on this principle, it can be concluded that there is inevitably a dependency between achieving a sustainable competitive advantage and the strategic plan outlined for success and implemented by the company. This research project focuses on identifying and analyzing the competitive advantages of the Mercure Porto Centro Aliados hotel. in addition, the aim is to identify the main competitors and the lines followed by them; to analyze the hotel's competitive advantages; and then to present strategies aimed at strengthening the competitive advantage. For this to be achievable, a qualitative methodology was chosen, using the technique of content analysis of comments made by customers on digital platforms.
Description
Relatório de estágio
Keywords
Estratégia Hotel Porto Vantagem competitiva Strategy Competitive advantage