Publicação
Connect to success consulting program Splendida Weddings: marketing plan
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Marques, Carlos | |
| dc.contributor.author | Castro, Ana Margarida Duarte Gonçalves de | |
| dc.contributor.author | Figueiredo, Cátia Liliana Leitão | |
| dc.contributor.author | Costa, Silvia Marques | |
| dc.date.accessioned | 2017-11-16T15:10:20Z | |
| dc.date.available | 2020-01-20T01:30:32Z | |
| dc.date.issued | 2017-01-20 | |
| dc.description | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | en |
| dc.description.abstract | The objective of the present thesis is to provide marketing insights for the brand Splendida Weddings for it to achieve a consolidated position in the market. Splendida Weddings is a company that designs and plans weddings with a focus on foreign couples. In the first place, an internal and external analysis was performed using several frameworks to deeply understand the company, its competitors, the clients and the market context. This analysis was carried out for Portugal and for international market consumers and competitors’ trends. Afterwards, the market was segmented to determine which group of clients SW would serve the best and, therefore, target them. The company’s points of difference were disclosed and applied to create a unique selling proposition. Moreover, using the marketing mix 7 P’s framework, strategic orientations about how to deliver value throughout the service in an optimized way were provided. Lastly, in order to comprehend the viability and profitability of the project as well as the marketing campaigns designed for the brand, the Net Present Value was calculated under three different scenarios that may happen accordingly with the context of the market. | en |
| dc.identifier.tid | 201713586 | |
| dc.identifier.tid | 201714078 | |
| dc.identifier.tid | 201716330 | |
| dc.identifier.uri | http://hdl.handle.net/10362/25420 | |
| dc.language.iso | eng | pt_PT |
| dc.title | Connect to success consulting program Splendida Weddings: marketing plan | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão | pt_PT |
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