Plano de marketing para a venda de camiões Volvo em Portugal

: Auto Sueco, Lda.

Abstract

The main goal of this study was to develop a marketing plan for the sale of Volvo trucks in Portugal. The study aims to provide Auto Sueco Lda tools that allow improving the performance in the sale of Volvo trucks in Portugal. Therefore, the plan begins with a detailed characterization of the external environment and a diagnosis of the internal situation. This analysis, allows us to identify the points that the company should improve and those that should leverage according the external environment and market opportunities. Following, the marketing strategies are presented and actions plans are defined. The last stage concerns the allocation of resources, the definition of how the actions will be evaluated and the presentation of a contingency plan. The development of this marketing plan, allowed us to conclude that product offerings of the different brands is increasingly homogeneous. Thus, it becomes essential to create services that add value to the offer. In the case of a brand with a premium positioning ¸ such as Volvo, a brand represented in Portugal by Auto Sueco, this need is even greater, since there is a significant price difference in relation to the majority of the brand’s competitors. In this research we adopted the action research methodology, which seems appropriate and allowed to integrate the practical component of the internship and the theoretical research, which consisted of a comprehensive literature review.

Date of Award	9 Jun 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)