A percepção do consumidor do valor da marca : O caso TAP Portugal

Neste trabalho de investigação pretende-se responder à questão: qual a importância da percepção do consumidor do valor da marca TAP PORTUGAL? Para atingir os objectivos da investigação realizou-se um estudo de caso, tendo-se elaborado entrevistas junto de responsáveis pela área do marketing da companhia aérea nacional e procedeu-se à recolha de informação (publicações TAP, ANA¬ AEROPORTOS, entre outras; e, aplicou-se um questionário junto dos passageiros TAP. PORTUGAL no Aeroporto Internacional de Lisboa) de modo a se poder estudar o caso aprofundadamente. Os resultados da investigação indicam que a análise da nova imagem TAP PORTUGAL por parte dos passageiros é, de um modo geral, muito positiva, estando alinhados com os objectivos definidos no rebranding levado a cabo em 2005. A presente investigação contribui para sistematizar e clarificar as percepções dos consumidores do valor da marca TAP PORTUGAL, bem como retirar algumas ilações comparativas sobre os objectivos propostos e implementados na operação de rebranding com as percepções que os seus clientes têm desta nova imagem, contribuindo para uma melhor estratégia de gestão da marca. ABSTRACT; The present research seeks to answer the question: What is the importance of consumers' perception for the brand equity of TAP PORTUGAL? To achieve the objectives of the research a case study of methodology was done, having prepared interviews with the responsible for the marketing area of the Portuguese Airline, and proceeded to gather information (TAP, ANA-AEROPORTOS publications, among others; and, have applied a questionnaire to the TAP PORTUGAL passengers who made the check-in in the International Airport of Lisbon) to make a profound study of the case. Research results indicate that the new image analysis of TAP PORTUGAL from passengers, is generally very positive, and aligned with the objectives outlined in rebranding carried out in 2005. This research contributes to systematize and clarify the consumer's perceptions for the brand equity of TAP PORTUGAL, and draw some comparative conclusions on the objectives proposed and implemented in the rebranding operation with the customers’ perception that have the new image, contributing to improve the brand management strategy. NOTA: contém Cd em mau estado (Ilegível).

Water Delivery Quality and Automatic Control Modes in Irrigation Canals. A Case Study.

Regarding canal management modernization, water savings and water delivery quality, the study presents two automatic canal control approaches of the PI (Proportional and Integral) type: the distant and the local downstream control modes. The two PI controllers are defined, tuned and tested using an hydraulic unsteady flow simulation model, particularly suitable for canal control studies. The PI control parameters are tuned using optimization tools. The simulations are done for a Portuguese prototype canal and the PI controllers are analyzed and compared considering a demand-oriented-canal operation. The paper presents and analyzes the two control modes answers for five different offtake types – gate controlled weir, gate controlled orifice, weir with or without adjustable height and automatic flow adjustable offtake. The simulation results are compared using water volumes performance indicators (considering the demanded, supplied and the effectives water volumes) and a time indicator, defined taking into account the time during which the demand discharges are effective discharges. Regarding water savings, the simulation results for the five offtake types prove that the local downstream control gives the best results (no water operational losses) and that the distant downstream control presents worse results in connection with the automatic flow adjustable offtakes. Considering the water volumes and time performance indicators, the best results are obtained for the automatic flow adjustable offtakes and the worse for the gate controlled orifices, followed by the weir with adjustable height.