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Navegando Administração por Autor "Battistella, Caroline do Couto"
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Estudo de Caso Acesso embargado Marketing de relacionamento na pousada do boto(2019) Battistella, Caroline do CoutoThe present work aims to develop a Relationship Marketing proposal for the Pousada do Boto company. For Gordon (1998, p. 31). In the theoretical foundation were used the themes: Marketing; Marketing management; Marketing of relationship; Relationship Marketing Components; and Relationship Marketing Tools. Methodologically, the research is classified as applied, qualitative, descriptive and case study. For data collection, bibliographic research, documentary research, questionnaires with clients and participant observation were used. The analysis is qualitative categorical (following the steps of the Marketing Plan). As a result, one can develop the strategic definitions of Pousada do Boto (mission, vision and values). In addition, identified as strengths: location, quality services, breakfast and word of mouth marketing. The main weaknesses: rooms with little convenience and poor visibility on social networks. The main threats are competition from several inns with the same services, lack of structure in the region and crisis in Argentina. The main opportunities highlighted are more demanding clients, the creation of Surfland, the growth of national tourism and less expensive and more comprehensive media. Finally, the following relationship marketing actions were outlined for Pousada do Boto: restructuring of social networks; inclusion on the TripAdvisor site; and promotions on the Hotel Urbano website.