A utilização do marketing na gestão de PME nos distritos de Bragança e Vila Real
Ficheiros
Data
2010
Título da revista
ISSN da revista
Título do Volume
Editora
Resumo
As PME representam a maioria do tecido empresarial nacional sendo parte fundamental da economia uma vez que geram emprego e possuem forte peso na balança comercial do país. Possuem, por natureza, um ambiente informal, flexível e dinâmico face à sua dimensão. Tal aspecto as diferencia das grandes empresas na medida em que permite a criação de relações significativas, as capacitando para a concepção de produtos/serviços de maior precisão no atendimento das necessidades e desejos do consumidor. No entanto, a gestão das PME portuguesas é, por vezes, caracterizada pela ausência de uma perspectiva do futuro e por um tipo de gestão familiar e centralizador cuja filosofia de negócio é orientada mais para a produção do que para o mercado.Neste sentido, este estudo analisa a utilização de técnicas de Marketing, através da óptica da orientação para o mercado, por parte de PME dos distritos de Bragança e Vila Real que representam mais de 99% do tipo de empresas regionais, na medida em que a orientação de mercado, considerada como aplicabilidade do conceito de Marketing, ajusta a organização numa perspectiva de gestão de “fora para dentro” com o foco voltado para as necessidades do cliente.Na orientação deste trabalho, recorreu-se a um enquadramento das PME regionais na economia nacional e a uma revisão teórica sobre: a evolução do foco do Marketing, a orientação de Mercado e as diversas ferramentas de Marketing intelligence, estratégico e operacional aplicados às PME. De seguida, definiu-se a metodologia de investigação para a recolha de dados e análise dos resultados, a qual assenta num estudo quantitativo que investiga as variáveis analisadas, individualmente e pela relação entre si. Através dos resultados alcançados, verificou-se que o Marketing é utilizado em algumas vezes pela maioria das empresas regionais (65%) como instrumento de gestão, o que mostra que essas empresas estão começando a gerir seus negócios de forma estratégica face ao mercado actual globalizado e concorrencial. Mais precisamente, o Marketing intelligence e estratégico são mais utilizados do que o Marketing operacional e a orientação de mercado é utilizada por 42% das empresas pesquisadas. Este último resultado tem grande influência sobre os demais, pois pode ser um indicador de predisposição para a execução de actividades de marketing nas empresas.
SMEs represent the majority of national business and are a fundamental part of the economy, because they generate employment and bestow a significant weight upon the national trade balance. They have, by nature, an informal, flexible and dynamic compared to its size. This aspect differentiates them from large companies as it enables the creation of meaningful relationships enabling the design of products / services with greater accuracy in meeting the needs and desires of the consumer. However, the management of SMEs in Portugal is sometimes characterized by a lack of perspective of the future and a kind of centralized management and family business whose business philosophy is more oriented to production than to the market. Thus, this study examines the use of Marketing in the scope of a market orientation in SME management in the Braganza and Vila Real districts, which represent over 99% of the type of regional companies, to the extent that the market orientation, considered the applicability of the concept of Marketing, sets the organization’s perspective from the outside (market to organization) with a focus on customer’s needs. According to this project’s orientation, a framework for regional SMEs within the national economy and a theoretical review were used: the evolution of the focus of Marketing, Market orientation and the various tools of Marketing intelligence, strategic and operational, applied to SMEs. Subsequently, the research methodology undertaken in order to data collection and analyze the results, which is based on a quantitative study that investigates the variables analyzed individually and the relationship between them. In the course of the results, it was found that the marketing is oftens used by most regional firms (65%) as a management tool, which demonstrates that these companies are beginning to manage their business strategically address the current globalized market and competitive. More precisely, the intelligence and strategic marketing are more used than the Operational marketing and market orientation is used by 42% of companies surveyed. This last result, it has a big influence on others, because it may be an indicator of predisposition to perform marketing activities in enterprises.
SMEs represent the majority of national business and are a fundamental part of the economy, because they generate employment and bestow a significant weight upon the national trade balance. They have, by nature, an informal, flexible and dynamic compared to its size. This aspect differentiates them from large companies as it enables the creation of meaningful relationships enabling the design of products / services with greater accuracy in meeting the needs and desires of the consumer. However, the management of SMEs in Portugal is sometimes characterized by a lack of perspective of the future and a kind of centralized management and family business whose business philosophy is more oriented to production than to the market. Thus, this study examines the use of Marketing in the scope of a market orientation in SME management in the Braganza and Vila Real districts, which represent over 99% of the type of regional companies, to the extent that the market orientation, considered the applicability of the concept of Marketing, sets the organization’s perspective from the outside (market to organization) with a focus on customer’s needs. According to this project’s orientation, a framework for regional SMEs within the national economy and a theoretical review were used: the evolution of the focus of Marketing, Market orientation and the various tools of Marketing intelligence, strategic and operational, applied to SMEs. Subsequently, the research methodology undertaken in order to data collection and analyze the results, which is based on a quantitative study that investigates the variables analyzed individually and the relationship between them. In the course of the results, it was found that the marketing is oftens used by most regional firms (65%) as a management tool, which demonstrates that these companies are beginning to manage their business strategically address the current globalized market and competitive. More precisely, the intelligence and strategic marketing are more used than the Operational marketing and market orientation is used by 42% of companies surveyed. This last result, it has a big influence on others, because it may be an indicator of predisposition to perform marketing activities in enterprises.
Descrição
Dissertação de Mestrado em Gestão
Palavras-chave
Marketing , Orientação de Mercado , PME