Publicação
Marketing communication plan: TREE Real Estate Experience
| Resumo: | The growing of the Real Estate market in Portugal led to a lack of differentiation amongst the operating companies. To make a difference, companies are starting to incorporate technology in its’ business models, approaching customers in different ways, betting on virtual approach to succeed. As such, the main purpose of this project is to provide TREE Real Estate Experience a communication plan that can help the company achieve its objectives and reach its target more efficiently. This project gets an even bigger relevance given the recent rebranding process the company underwent through based on a new concept that, if communicated properly, can help the company achieve a competitive advantage on the niche market it operates in. The communication plan was developed having in mind digital and traditional tools, thus targeting different generations. It is innovative but keeping the company loyal to the human interaction that makes allows the company to operate the way it does. An analysis of the market has been performed, analysis internal and external factors, as well as an overview on the literature review of the most reflected concepts of the project. The plan was developed to target both end customers and potential partners companies of the local market the company operates in. |
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| Autores principais: | Modesto, João Carlos Porfírio |
| Assunto: | Marketing strategy Marketing communications Real Estate Differentiation |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The growing of the Real Estate market in Portugal led to a lack of differentiation amongst the operating companies. To make a difference, companies are starting to incorporate technology in its’ business models, approaching customers in different ways, betting on virtual approach to succeed. As such, the main purpose of this project is to provide TREE Real Estate Experience a communication plan that can help the company achieve its objectives and reach its target more efficiently. This project gets an even bigger relevance given the recent rebranding process the company underwent through based on a new concept that, if communicated properly, can help the company achieve a competitive advantage on the niche market it operates in. The communication plan was developed having in mind digital and traditional tools, thus targeting different generations. It is innovative but keeping the company loyal to the human interaction that makes allows the company to operate the way it does. An analysis of the market has been performed, analysis internal and external factors, as well as an overview on the literature review of the most reflected concepts of the project. The plan was developed to target both end customers and potential partners companies of the local market the company operates in. |
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