Plano de marketing low cost

: Centro Português de Fotografia

Abstract

This work performed under the Master, in the form of training, aimed by the host institution (Portuguese Center for Photography) the realization of a Low Cost Marketing Plan. Intends to examine the reasons for the low reputation of the institution, when compared with others and try to find solutions that can change this direction at the lowest possible cost. Although there was an increase in the number of visitors, the institution believes that much was due to the increased number of foreign tourists. However, even with this increase, the Portuguese Center for Photography believes does not have the notoriety desired when compared with other institutions. In order to evaluate the visibility and image of the institution, we conducted a market survey of 160 respondents using non-probabilistic sampling method for convenience. These surveys were conducted in four major areas of Oporto (Porto, Cedofeita, Foz and Gondomar). The evaluation results showed that only a small percentage knows the Portuguese Center for Photography. Based on these results, the company's situation and the actions taken by competitors, were developed action plans that are based on increasing public confidence in the institution as well as its involvement. All the actions were developed taking into account the offer of the Portuguese Center for Photography, their financial situation, available resources and work undertaken by competitors. It is recommended that the Portuguese Photography Centre take immediate steps to increase their notoriety, adopting a renewed image and "clean" and becoming an institution more open to the outside passing on the benefits of visiting the institution. It is also necessary and recommended that Human Resources policies to change, to improve internal communication and that all employees work together toward the same goal.

Date of Award	3 Sept 2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-real (Supervisor)