Marketing communication plan: Century 21 global

• Autor(a) principal: Avelino, Ricardo António Teixeira
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/8494
• topic: Marketing communication; Communication plan; Real Estate; Residential tourism; Comunicação em marketing; Plano de comunicação; Sector imobiliário; Turismo residencial

This project was elaborated with the intention to establish a communication plan for Century 21 Portugal, with the intention of promoting the foreign investment in the Portuguese real estate market. After analyzing the Portuguese market and the current strategy of Century 21 Portugal, it was found some opportunities that a brand, like Century 21 , can take advantage. The main idea of this project is to create a new communication plan and a new type of business for the brand Century 21 Portugal, using certain communication tools and techniques that will help the company to focus on critical factors and to reach their potential customers overseas. The objective of this "new direction" for the brand is to provide a better service to the property owners offering new possibilities of business, outside of Portugal. In long term, this "new direction" can be extended to all markets, with more people getting their second, or even the first home in other countries. With this project Century 21 can create just "one big and global real estate market", approaching all the markets, the owners of the properties and potential buyers from around the world.