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Publication
EXPERTA: dos desafios às oportunidades de marketing
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Advisor(s)
Abstract(s)
A crescente globalização do comércio internacional, apesar de criar novas oportunidades
para as empresas, também impõe desafios complexos. As empresas portuguesas,
especialmente as PMEs, enfrentam dificuldades na expansão das operações,
nomeadamente nos mercados para além da União Europeia. Nesse contexto, surge a
EXPERTA, uma consultora especializada em importação e exportação, com o objectivo
de simplificar o processo de internacionalização para PMEs portuguesas. A EXPERTA
oferece suporte nas áreas de conformidade regulatória, gestão de riscos, análise de
mercado e optimização logística. Este trabalho de projeto tem como objetivo principal
desenvolver uma estratégia de marketing para a EXPERTA, com base na análise do
mercado de consultoria em comércio internacional e nas necessidades das PMEs. A
pesquisa inclui uma análise SWOT e PESTAL, um levantamento de 20 empresas
concorrentes, 5 entrevistas e a elaboração de um plano estratégico de marketing. As
principais conclusões indicam que as PMEs portuguesas procuram consultorias que
ofereçam soluções personalizadas, expertise em regulamentações internacionais, uma
forte rede de contactos e um acompanhamento contínuo. O plano de marketing proposto
foca na segmentação de mercado, no posicionamento da marca e em estratégias de
marketing mix que respondem às necessidades das PMEs, com o objetivo de aumentar a
visibilidade da EXPERTA, atrair clientes e consolidar sua posição no mercado.
The increasing globalization of international trade, while creating new opportunities for companies, also imposes complex challenges. Portuguese companies, especially SMEs, face difficulties in expanding their operations to markets beyond the European Union. In this context, EXPERTA emerges, a consulting firm specializing in import and export, with the aim of simplifying the internationalization process for Portuguese SMEs. EXPERTA offers support in the areas of regulatory compliance, risk management, market analysis and logistics optimization. This project work has as main objective to develop a marketing strategy for EXPERTA, based on the analysis of the international trade consulting market and the needs of SMEs. The research included a SWOT and PESTAL analysis, a survey of 20 competing companies, 20 interviews and the development of a strategic marketing plan. The main conclusions indicate that Portuguese SMEs seek consultancies that offer customized solutions, expertise in international regulations, a strong network of contacts and continuous monitoring. The proposed marketing plan focuses on market segmentation, brand positioning and marketing mix strategies that meet the needs of SMEs, with the aim of increasing EXPERTA's visibility, attracting customers and consolidating its market position.
The increasing globalization of international trade, while creating new opportunities for companies, also imposes complex challenges. Portuguese companies, especially SMEs, face difficulties in expanding their operations to markets beyond the European Union. In this context, EXPERTA emerges, a consulting firm specializing in import and export, with the aim of simplifying the internationalization process for Portuguese SMEs. EXPERTA offers support in the areas of regulatory compliance, risk management, market analysis and logistics optimization. This project work has as main objective to develop a marketing strategy for EXPERTA, based on the analysis of the international trade consulting market and the needs of SMEs. The research included a SWOT and PESTAL analysis, a survey of 20 competing companies, 20 interviews and the development of a strategic marketing plan. The main conclusions indicate that Portuguese SMEs seek consultancies that offer customized solutions, expertise in international regulations, a strong network of contacts and continuous monitoring. The proposed marketing plan focuses on market segmentation, brand positioning and marketing mix strategies that meet the needs of SMEs, with the aim of increasing EXPERTA's visibility, attracting customers and consolidating its market position.
Description
Keywords
Plano de marketing Internacionalização Consultoria em exportação e importação Marketing internacional PMEs portuguesas SME internationalization Export and import consulting International marketing Portuguese SMEs Marketing plan