Marketing plan for Humangext

  • Inês Margarida Faria Teodósio (Student)

Student thesis: Master's Thesis


Over time, Human Resources Management is becoming recognized as more valuable, and companies have been seeking for more help in those subjects. Thus, the HR sector in Portugal has become more and more competitive. The Covid-19 pandemic brought a lot of new trends and changes for companies which can be seen as an opportunity for HR businesses. However, the pandemic had huge repercussions in the Portuguese economy like a gross demand decrease. Humangext is a Portuguese B2B company which operates in the HR sector. For the past years, the company felt stagnant. For this reason, Humangext requested a consulting project with the aim of receiving help in the marketing field. In this alignment, a project was developed to deliver a suggested Markting Plan to the company.In order to provide useful recommendations for the Humangext, this dissertation contains a literature review, an internal analysis of the company, and an external analysis. From the external point of view, research about the HR sector in Portugal and competitors are presented. In sum, several interviews were done to understand both the perspective of Humangext’s clients and competitors. The main findings reflected that Humangext holds competitive advantage in the services of Consulting and Auditing through differentiation. From the research made, it is possible to conclude that retaining clients is more profitable than acquiring clients. The recommendations presented in this dissertation are divided by general recommendations, clients acquisition, and clients retention.
Date of Award28 Jan 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)


  • Human resources management
  • Service marketing
  • Business to business
  • Clients retention


  • Mestrado em Gestão e Administração de Empresas

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