Critical success factors of communication strategy: project for Forall Phones

• Autor(a) principal: Salsinha, Ana Margarida dos Anjos
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21809
• topic: Customer-centricity; Communication channels; Forall Phones; Online; Offline; Customer relationship managemente; Brand community; Foco no cliente; Canais de comunicação; Gestão da relação com o cliente; Comunidade de marca

Positioning a business in the market has become a hefty challenge due to the exponential evolution of technology since it enabled the birth of new ways of transmitting and receiving information. In this project, critical factors of communication within the refurbished technology market were identified. Furthermore, the main objective was to develop a strategy, formed by a set of practices and actions, aiming to ensure the sustainability of Forall Phones' competitive advantage in this market. Initially, a literature review was carried out, enabling the formulation of a conceptual framework that supported the determination of the specific objectives of the study, as well as the definition of the methodology to be applied - the case study. Concerning the conducted diagnosis, the results were analysed: the 3 focus groups, with 12 brand ambassadors; the questionnaire, with a sample composed of 246 respondents; and benchmarking to communication practices among different industries. The results revealed the need to increase brand awareness, encourage consumer engagement with the brand through social networks, and revolutionize the company's ability to manage relations with its customers after the purchase moment. The project was structured in three main proposals: the co-creation of content for social networks, the optimization of the website's functionalities and the creation of an application for post-purchase services. The suggestions were presented, contemplating their planning and organization, methods of evaluation and control, as well as the expected results. Finally, the conclusions and further management implications were presented.