Pingo Doce

Trabalho de projecto
Marketing Operacional
1º Semestre
2012/2013

Universidade Técnica de Lisboa
Instituto Superior de Economia e Gestão
ISEG/UTL

Lisboa, 14 de Dezembro de 2012

Abstract
The spread of supply, the increase in competition and the customized service are key factors that a food distribution company must present.
Creating advantages to overcome competitors, offering higher value to the customers and making a statement by positioning themselves as a strong competitor in the market are qualities of an efficient value chain management that allow a business firm to succeed.
This abstract refers to a case study about the strategic positioning of Pingo
Doce, a firm belonging to the Jerónimo Martins group, which corresponds to one of the largest food distribution companies in the country.
For us to be able to produce a more complete analysis, we required a thorough study of multiple realities in the marketing context. To that end, we conducted four kinds of analysis: macrostructural, microstructural, internal and SWOT. We outlined the company’s goals and its present and future strategies so we could define the marketing plan. Finally, we studied the marketing-mix’s 4 P’s, in other words, the strategies for the product, brand, service, price, distribution and communication.
The basis for the construction of this work focused on the Internet, mostly in
Master thesis and case studies about the company at issue, and the textbook required by the subject - Kotler, P. & Armstrong, G. (2011), Principles of Marketing, 14th ed.
New Jersey: Prentice-Hall.

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Resumo
A difusão da oferta, o aumento da concorrência e o atendimento personalizado são os factores chave que uma empresa de distribuição alimentar deve apresentar.
Criar vantagens para superar os seus concorrentes, oferecer valor superior aos seus clientes e marcar uma posição competitiva num dado mercado, são factores de uma gestão eficiente da cadeia de valor que