Marketing plan for GuestCentric systems

• Autor(es): Carajote, Ana Patrícia Ribeiro
• Data: 2012
• Identificador Persistente: http://hdl.handle.net/10362/9573
• Origem: Repositório Institucional da UNL
• Assunto(s): SaaS; Hospitality industry; Strategic triangle; Service marketing mix
• Tipo de Documento: Dissertação de Mestrado
• Idioma: Inglês
• Orientador(es): Dahab, Sónia; Soeiro, Filipe Castro

Descrição

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics After four years in the market, GuestCentric (GC) Systems, a hospitality software Portuguese company, has not yet been able to reach break even. So the question that arises is why? To answer that question ones needs to analyze the market the company operates, the main competitors and the company itself. That is what I have done in this work project, and after that I developed a marketing plan to help the company to improve its results, thus helping the business to growth. I started by analyzing the external environment of the company, then I studied GC’s internal situation, especially their competitive advantages. After identifying some of the main problems GC is facing, I decided to conduct a marketing plan to solve some of the problems and to give suggestions of improvement. An analysis of the strategic triangle and marketing mix was developed and some conclusions were reached. Finally I conclude the paper by providing some recommendations.