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Development of a marketing plan to expand business opportunities in the accommodation area: Uniplaces’ sales department
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This report describes the work developed during the curricular internship in the sales department of Uniplaces, a Portuguese startup that operates in the European accommodation market aimed at students and young professionals. It presents a Marketing Plan to support the company's business expansion into new markets and the initial strategies it can follow to start this process. To develop this plan, an exploratory research was conducted, compiling data from reports, news, and public databases to understand the migration flow, composition, and growth of the international student population in Europe. Following this, a Benchmarking Study was performed to identify Uniplaces' position compared to its four main competitors, highlighting which elements strengthened or weakened its sales strategies and gathered insights to improve it. The development of this Marketing Plan will allow Uniplaces to define how to achieve its business goals and objectives, managing its relationships with the market to gain advantages over its competitors. It indicates the key factors determining how the company should base its commercial and marketing decisions and expand its operations. This project has been severely affected by the global pandemic, and the effects will be detailed in the following chapters.
Descrição
Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Uniplaces Internship Sales Rental Startup Landlords Tenants Customer Accommodation Marketing Research Benchmarking Europe