Plano de marketing para o Banco Carregosa

: como aumentar a quota de mercado na área de banca privada

Abstract

The present Master's Final Project, in the form of an internship report, took place in an organizational context at Banco Carregosa and addresses the challenges of the private banking sector, where relationship and proximity are crucial. In response to the growing technological presence and rapid evolution of the banking sector, it is crucial to rethink strategies to maintain and strengthen customer relationships. Through the action research methodology, we developed a Marketing Plan aimed at increasing Banco Carregosa market share in the investment banking sector in Portugal. The situation analysis revealed the needs and opportunities to enhance product offerings and strengthen the bank's distribution channels. Given these considerations, objectives and marketing strategies were defined to position Banco Carregosa’s private banking service as a reference in wealth management in Portugal. To achieve the proposed objective, a market penetration and product development strategy was adopted, aiming at retaining and loyalty of existing customers. After defining the strategic planning, we proceeded to the implementation phase, with the proposal of 7 action measures centered around three main axes: Banco Carregosa's offerings, customer experience, and expansion of distribution channels. We established a timeline, a budget2, and KPIs to monitor progress and evaluate the success of the plan.

Date of Award	23 Jul 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)