Loading...
Publication
Projeto 1001 Marianeiras: Viabilidade de empreender com estratégias criativas
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.55 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este projeto de mestrado tem como propósito o desenvolvimento de um plano de
marketing estratégico para a transição de freelancer para uma estrutura empresarial
consolidada. Inicialmente, realiza-se um enquadramento teórico sobre o conceito de
marketing, marketing estratégico e empreendedorismo, com uma análise detalhada dos
componentes fundamentais de um plano de marketing. A pesquisa metodológica incluiu
a utilização das ferramentas de análise PESTEL e SWOT, e a aplicação do método 5W2H
para definir uma estratégia clara e assertiva. A análise interna, baseada na observação
direta de processos e recursos, foi complementada por uma pesquisa qualitativa, através
de entrevistas exploratórias com empreendedores, que proporcionaram insights valiosos
para a construção do plano.
A partir deste diagnóstico, foram estabelecidos objetivos claros e mensuráveis, alinhados
com a missão, visão, valores e a proposta de valor da futura empresa. A estratégia de
marketing proposta foca-se em áreas essenciais como a construção da marca pessoal, a
expansão da rede de clientes e parcerias, a diversificação de fontes de rendimento e a
fidelização de clientes. O plano de ação detalhado é acompanhado por um cronograma,
orçamento e indicadores-chave de desempenho (KPIs), além de uma metodologia de
controlo e revisão regular para garantir o sucesso e a continuidade do processo de
transição.
O trabalho visa contribuir para a formação académica e profissional, aplicando conceitos
de marketing a um cenário real, oferecendo um plano prático e adaptável à evolução do
mercado e aos desafios do empreendedorismo. As recomendações futuras indicam formas
de garantir a viabilidade e o crescimento sustentável da nova empresa.
This master’s project aims to develop a strategic marketing plan for the transition from freelancer to a consolidated business structure. Initially, a theoretical framework is presented on the concept of marketing, strategic marketing, and entrepreneurship, with a detailed analysis of the fundamental components of a marketing plan. The research methodology includes the use of PESTEL and SWOT analysis tools, as well as the application of the 5W2H method to define a clear and assertive strategy. The internal analysis, based on direct observation of processes and resources, was complemented by qualitative research through exploratory interviews with entrepreneurs, providing valuable insights for constructing the plan. Based on this diagnosis, clear and measurable objectives were established, aligned with the future company’s mission, vision, values, and value proposition. The proposed marketing strategy focuses on key areas such as personal brand building, expanding the client and partnership network, diversifying income sources, and client loyalty. The detailed action plan is supported by a timeline, budget, and key performance indicators (KPIs), as well as a control and regular review methodology to ensure the success and continuity of the transition process. This work aims to contribute to both academic and professional development by applying marketing concepts to a real-world scenario, offering a practical and adaptable plan that responds to market evolution and entrepreneurial challenges. Future recommendations indicate ways to ensure the viability and sustainable growth of the new company.
This master’s project aims to develop a strategic marketing plan for the transition from freelancer to a consolidated business structure. Initially, a theoretical framework is presented on the concept of marketing, strategic marketing, and entrepreneurship, with a detailed analysis of the fundamental components of a marketing plan. The research methodology includes the use of PESTEL and SWOT analysis tools, as well as the application of the 5W2H method to define a clear and assertive strategy. The internal analysis, based on direct observation of processes and resources, was complemented by qualitative research through exploratory interviews with entrepreneurs, providing valuable insights for constructing the plan. Based on this diagnosis, clear and measurable objectives were established, aligned with the future company’s mission, vision, values, and value proposition. The proposed marketing strategy focuses on key areas such as personal brand building, expanding the client and partnership network, diversifying income sources, and client loyalty. The detailed action plan is supported by a timeline, budget, and key performance indicators (KPIs), as well as a control and regular review methodology to ensure the success and continuity of the transition process. This work aims to contribute to both academic and professional development by applying marketing concepts to a real-world scenario, offering a practical and adaptable plan that responds to market evolution and entrepreneurial challenges. Future recommendations indicate ways to ensure the viability and sustainable growth of the new company.
Description
Keywords
Marketing Estratégico Plano de Marketing Empreendedorismo Criatividade Strategic Marketing Marketing Plan Entrepreneurship Creativity