Pizzaria no Brasil: as ações de marketing no ambiente físico e no digital, um estudo de caso da pizza prime
Tipo
TCC
Data de publicação
2022-11-30
Periódico
Citações (Scopus)
Autores
Katko, Anna Catarina Pereira
Andrade, Bruno
Lucas, Bruno Moraes da Silva Gomes
Ito, Guilherme Hiroshi
Andrade, Bruno
Lucas, Bruno Moraes da Silva Gomes
Ito, Guilherme Hiroshi
Orientador
Madeira, Adriana Beatriz
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
Este estudo buscou identificar como são feitas as ações do composto de marketing em pizzarias que atuam tanto de forma física, quanto digital, procurando revelar as suas semelhanças e as diferenças. A abordagem metodológica utilizada foi qualitativa e exploratória, a partir de estudo de caso único. Para tal, escolheu-se a Pizza Prime para a realização do trabalho. A investigação científica procurou, a partir dos pressupostos teóricos, elucidar as semelhanças e diferenças entre os dois ambientes, físico e digital. A coleta de dados se deu a partir de fontes de evidência. Os dados foram comparados entre si e a teoria. Ao fim do estudo foi possível
constatar que a pizzaria Pizza Prime consegue atingir sucesso em ambos os ambientes pois está cada vez mais expandindo com unidades novas em diferentes regiões, com site e redes sociais que estão cada vez mais atingindo seu público-alvo, o número de seguidores nas redes sociais como Facebook e Instagram aumentam cada vez mais.
In the physical marketing environment as well as the digital one, this study presents the differences and similarities applications of marketing mix in pizzerias. Through a qualitative and exploratory approach and a single-case study method of the pizzeria Pizza Prime, theoretical and practical problems will be investigated with the intention of explaining the similarities and differences between the two environments - the physical and the digital ones. Data search was based on evidence sources, and it was compared with each other, and the theory studied. The conclusion of the study was that it is possible to affirm, thanks to the studies carried out, that the pizzeria Pizza Prime can achieve success in both environments, as it is increasingly expanding with new units in different regions and with websites and social networks that have been reaching larger audiences, such as the number of followers on social media platforms, such as Facebook and Instagram.
In the physical marketing environment as well as the digital one, this study presents the differences and similarities applications of marketing mix in pizzerias. Through a qualitative and exploratory approach and a single-case study method of the pizzeria Pizza Prime, theoretical and practical problems will be investigated with the intention of explaining the similarities and differences between the two environments - the physical and the digital ones. Data search was based on evidence sources, and it was compared with each other, and the theory studied. The conclusion of the study was that it is possible to affirm, thanks to the studies carried out, that the pizzeria Pizza Prime can achieve success in both environments, as it is increasingly expanding with new units in different regions and with websites and social networks that have been reaching larger audiences, such as the number of followers on social media platforms, such as Facebook and Instagram.
Descrição
Palavras-chave
composto de marketing , ambiente físico , ambiente digital , pizzaria , marketing mix , physical environment , digital environment , pizzeria