Made available in DSpace on 2015-03-05T18:39:03Z (GMT). No. of bitstreams: 0 Previous issue date: 22 / Nenhuma / Esta dissertação enfoca o processo estratégico de marketing, ou seja, a formulação e implementação de estratégias de marketing, em pequenas e médias empresas de desenvolvimento de software. Seus objetivos estão centrados na análise do processo, examinando a relação entre a formulação e a implementação e o papel da improvisação e da adaptação no processo estratégico de marketing. Também é investigada a percepção dos executivos das empresas analisadas sobre a contribuição do processo estratégico de marketing para a obtenção de vantagem competitiva, bem com a representação do conteúdo da estratégia de marketing em materiais de divulgação. A metodologia do trabalho envolveu a realização de um estudo de casos múltiplos em cinco empresas de desenvolvimento de software, sendo quatro empresas de pequeno porte e uma de médio porte. Foram realizadas entrevistas semiestruturadas com os principais executivos e análise de materiais de divulgação. Após a análise individual, foi realizada a análise comparativa dos casos. / This dissertation is focused on the strategic marketing process, which involves the formulation and the implementation of marketing strategies, in small and medium software development companies. Its objectives are to analyze the process, examining the relation between formulation and implementation and the role of improvisation and adaptation on the strategic marketing process. It also investigates the executives of the analyzed companies’ perception of the strategic marketing process contribution to the creation of competitive advantage, as well as the representation of the strategic marketing content in promotional materials. A multiple-case study was conducted in five software development companies, four small companies and one medium. The evidences were collected through semi-structured interviews and promotional materials. The cases were first individually analyzed and then a comparative analysis was conducted. The integration between formulation and implementation was identified, as well as the influe

The aim of this master thesis was to provide management of XERTEC and its marketing department for possible improvements of the current marketing strategy. Optimal propose ideas starts with a planning phase of the strategic marketing process that is focused on understanding the business and its environment. It has helped the processing of the situational analysis. Macro-analysis was conducted by using the PEST analysis, micro environment was assessed by using Porter five forces model and for the mapping of the internal situation was used the background of the VRIO analysis. The results of these processes I have summarized in the SWOT analysis. After subsequent reminding the targets and key customer segments, I approached marketing strategy through marketing mix to describe the current situation in this area and suggest what could be improved. The most significant change should be focusing on pull strategy, instead of the current push one.

The subject of this diploma thesis "The proposal of a marketing plan for a company specialized in information products" is to suggest a system based on the theoretical background that generates the marketing plan from the input data. The important requirement for this system is to respect the specialization of the company, which operates in the field of information products. The thesis contains the detailed proposal of a prototype system, in which the focus is on the user-friendliness and the complexity considering the scale of the issue analyzed. The proposal also contains the possibilities and the limitations which are the results from the mentioned solution. The proposed prototype is implemented successfully. The work also includes the demonstration of all implemented functions and the description of the improvements that lead to its use also in other areas of business than the market of information products.