Plano de marketing para a indústria de conservas de peixe

Abstract

This work aimed to respond to the challenge launched by the National Association of Canned Fish Industry (ANICP), specifically, the elaboration of a marketing plan for the canned fish industry. This challenge was answered in the context of an internship, which lasted six months and was carried out in a telework format. To respond to the challenge, the project was carried out based on the following steps: first, we started by reviewing the literature on the marketing plan as a tool, which parts make it up and the ways to put it into practice; followed by the characterization of the host entity of the internship and, finally, the elaboration of the plan. As part of the preparation of the marketing plan and with the aim of reinforcing the market diagnosis, two qualitative studies were carried out. The first involved interviews with three canning companies associated with ANICP: Ramirez, Santa Catarina and Conservas Portugal Norte, in which the visibility of the previous ANICP campaign, the challenges of the industry, the perception that the members have of the association were evaluated. and what advice for the future of the industry; the second study involved two Focus Groups composed of end consumers, in which consumers' perception of Portuguese canned fish brands was analyzed, as well as their buying habits and, again, the visibility of the previous campaign. The purpose of the study is to evaluate what has been done so far, to understand what has been done well and what should be eliminated or improved, and to understand what can be done, depending on what has worked and what has the capacity to work.

Date of Award	11 Jul 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa Côrte-real (Supervisor)