Marketing Plan for the Health + Business/Service in Portugal

This project focuses on the development of a marketing plan to be used by a new business and service. This business will be carrying out its operations on Portuguese soil and intends to give its users the chance of knowing which physicians are available in their area of residence and rate them through an app.

This paper tackles all of the marketing mechanics used by this service and which should be taken into consideration through a literature review relevant to this project. The relevancy of this service is demonstrated through the use and analysis of a non-probabilistic survey given to Portuguese residents over 18 years of age in a non-linear snowball sampling.

The whole internal and external environment, as well as the company’s competitiveness, are analyzed, a SWOT analysis is made, and its segmentation, target audience, positioning, marketing mix, and service blueprint are discussed.

The conclusion is that the service is viable and that it may achieve its goal of dominating the marketplace, but it faces some challenges, originating from the marketplace features or the presence of strong competitors, that are only possible to overcome with a well-defined and aggressive marketing plan. This was the topic chosen by me for this project since I believe that this is a service with enormous potential, but doesn’t have any presence in the Portuguese market yet.

Pedro Martins – BA Marketing AUG18 https://www.linkedin.com/in/pedro-martins-pmm

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