Lubrificantes no setor automóvel

: análise de valor e estratégia de marketing: o caso da empresa FUCHS: o caso da empresa FUCHS

Abstract

This report was prepared in the context of an internship at FUCHS LUBRIFICANTES, Unip. Lda. and aims to develop a Marketing Plan for the automotive lubricants segment in Portugal, supported by an industrial and Business-to-Business (B2B) strategy. The objective was to create a marketing strategy based on procedures and actions having in sight a better relationship with existing customers, in order to prolong their loyalty to the company, and also with the aim of attracting new ones, betting on the dissemination and diffusion of the brand. Therefore, in order to achieve these objectives, the company is firstly described in a set of qualitative and quantitative variables with the help of the 7 S’s Model. Then, in an attempt to understand the business and the market environment in which FUCHS operates, three other analyses are carried out - PESTAL, 5 Porter's Forces and SWOT. After this information is collected, a plan is elaborated, strategies are defined and implementation actions are suggested. Considering the internship period, approximately 5 months, it was not possible to carry out all the activities planned for the completion of the Marketing Plan, so the proposal presented may be subject to changes.

Date of Award	13 Jul 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)