Plano de marketing: uma proposta para o hospital do açúcar

O estudo realizado aborda a temática "Plano de marketing: uma proposta para o Hospital do Açúcar", com direção norteadora para efetuar uma avaliação diagnóstica das atividades da Fundação Hospital da Agroindústria do Açúcar e do Álcool de Alagoas, visando proporcionar uma radiografia de sua situação e, posteriormente, plano estratégico para o desenvolvimento de um processo de gestão eficiente e eficaz. Justifica-se o presente estudo tendo em vista a importância da unidade hospitalar para o Estado de Alagoas, considerando-se sua infra¬estrutura, seus serviços prestados à comunidade alagoana, bem como possibilitar uma reorientação estratégica que possibilite otimizar suas atividades para um atendimento qualitativo e manutenção de suas atividades de forma eficiente e eficaz. Objetiva efetuar uma análise do complexo organizacional da instituição, radiografando seus pontos fortes e fracos, suas oportunidades e riscos, enfim levantando a realidade de suas atividades possibilitando a estruturação de um plano estratégico de marketing que propicie um melhor posicionamento de mercado ao hospital e que defina objetivos e metas e ser alcançados a partir da identificação de oportunidades ambientais e empresariais compatíveis com seus recursos humanos e materiais, também, levando, em consideração os seus fins a sua finalidade filantrópica, respaldada por lei. Metodologicamente, a pesquisa foi desenvolvida de natureza exploratória, objetivando proporcionar maiores informações sobre o assunto; e bibliográfica, tendo como objetivo conhecer, recolher, selecionar, analisar e interpretar as contribuições teóricas já existentes sobre o assunto. No primeiro capítulo abordará o marketing e o plano de marketing, seus conceitos e aplicações, a visualização e aplicação do marketing de serviços, a modalidade do marketing para instituições sem fins lucrativos, até chegar na estrutura e elaboração do plano de marketing. No segundo capítulo aborda o contexto do Hospital do Açúcar e Álcool de Alagoas, conceitos e definições acerca da organização hospitalar, uma abordagem histórica acerca da instituição estudada, a sua estrutura organizacional, a infraestrutura, os recursos e a realidade organizacional. No terceiro capítulo é efetuada demonstração da metodologia aplicada, considerando as duas etapas de estudo realizadas. No quarto capítulo foi efetuado uma abordagem analítica acerca do planeamento de marketing da Fundação Hospital do Açúcar, a partir da realidade encontrada, da análise de SWOT, da estratégia de marketing mix, do segmento alvo, posicionamento e tipo de concorrentes, e do plano de ação. As razões pessoas que levaram a realização do presente estudo se deve ao fato da importância da Fundação Hospital do Açúcar para o Estado de Alagoas, bem como para a população carente e consumidora dos serviços hospitalares, tendo em vista representar uma instituição tradicional e historicamente fincada na localidade, merecendo, portanto, maior atenção das autoridades e sociedade em geral. ABSTRACT; The carried through study it approaches the thematic "Marketing plan: a proposal for the Hospital of the Sugar", with norteadora direction to effect a diagnostic evaluation of the activities of the Foundation Sugar and Alcohol Hospital of Alagoas, being aimed to provide an x-ray of its situation and, later, a strategical plan for the development of a process of efficient and efficient management. The present study in view of the importance of the hospital unit for the State of Alagoas is justified, considering itself its infrastructure, its services given to the Algona community, as well as making possible a strategical reorientation that it makes possible to optimize its activities for a qualitative attendance and maintenance of its activities of efficient and efficient form. Aiming to carry out an analysis of this institution complex of the institution, being radiographed its strong and weak points, its chances and risks, at last raising the reality of its activities making possible the structure of a strategical plan in the market that propitiates one better positioning of market for the hospital and that it defines reached objectives and goals and being from the identification of compatible ambient and enterprise chances with its human resources and material, also, taking, in consideration its ends its philanthropic purpose, endorsed by law. Methodologically, the research was developed of exploratory nature, aiming to provide greaters information on the subject; bibliographical collect, to select, to analyze and theoretical contributions. ln the first chapter it will approach the marketing and the plan of marketing, its concepts and applications, the visualization and application of the marketing services, the modality of the marketing for institutions without lucrative ends, until arriving in the structure and elaboration of the marketing plan. ln as the chapter it approaches the context of the Sugar and Alcohol Hospital of Alagoas, concepts and definitions concerning the hospital organization, a historical boarding concerning the studied institution, its organizational structure, the infrastructure, the resources and the organizational reality. ln the third chapter demonstration of the applied methodology is effected, considering the two carried through stages of study. ln the room chapter an analytical boarding concerning the planning of marketing of the Foundation wich effected the Hospital of the Sugar, from the found reality, of the analysis of SWOT, the strategy of marketing mix, the white segment, positioning and type of competitors, and the plan of action. The reasons people who had taken the accomplishment of the present study to the fact of the importance of the Foundation Sugar and Alcohol Hospital of Alagoas, as well as for the devoid population and consumer of the hospital services, in view of representing a traditional institution and historicamente fincada in the locality, deserving, therefore, greater attention of the authorities and society in general.

The application of symphytosociology in landscape architecture in the Western Mediterranean

This essay addresses the application of indigenous plants in Landscape Architecture projects, based on studies carried out in the field of phytosociology and sinphytosociology. Through this knowledge, it is possible to increase and improve the use of indigenous plants in Projects, aiming at the preservation of biodiversity. Thus, to better understand the western Mediterranean territory, we present a brief biophysical characterization, in which we point out the main factors which contribute to the ground coverage’s distribution in the landscape, namely, concerning climate (oceanity, ombroclimate and thermoclimate) and substrate (geology and lithology). In view of the high level of uniqueness of the identified conditions, a synthesis of the potential main existing climatophilous woods is carried out, regarding sinphytosocialogical class/order, furthermore, pointing out, the main serial stages, their vegetation bioindicators and the ecological peculiarities of each stage (regressive or progressive). Therefore, based on the study area, we point out the vegetation bioindicator’s value as a work tool during analysis, thus allowing us to understand the existing edaphoclimatic conditions, as well as to elaborate a quick diagnosis of each potential climatophilous vegetation series. Moreover, based on the main stages of substitution, it is also possible to identify the presence of endemic plants, or under protection status, and finally, the conservation state of the study area. Further ahead, in project proposal phase, based on information gathered previously, we point out the possibility of elaborating a list of plants correctly adapted to the existing mesologicall conditions. Thus, within each serial stage, the necessary ecological conditions for a correct adaption of the vegetation material are referred, therefore, avoiding possible limiting factors to their development, such as precipitation, soil erosion, light availability, salinity, among many others. Lastly, some considerations are made about the main ideas that should be remembered throughout this essay, namely, regarding the importance of the use of sinphytosociology’s knowledge as an analysis tool, as well as of high interest for the elaboration of proposals which aim at the floristic heritage’s conservation and the landscape’s scenic quality. Ce travail traite de l`application de plantes autochtones dans des projets d`Architecture Paysagiste ayant pour base des études réalisées dans le cadre de la phytosociologie et Symphytosociologie. À travers ces connaissances, il est possible d`incrémenter et améliorer l`utilisation de plantes autochtones dans les Projets basés sur la conservation de la biodiversité. Ainsi, afin de mieux comprendre le territorie de la méditérrannée occidentale, on présente une brève caractérisation biophysique, dans laquelle nous soulignons les principaux facteurs qui contribuent à la répartition de la végétation dans le paysage, notamment au niveau climatique (l`océanité, ombrothermique et thermoclimatique) et du substrat (géologie et lithologie). Face aux conditions, identifiées ci-dessus, élévées en originalité, il est utile d`élaborer une synthèse des principaux bois potentiels climatophiles existants au niveau de la classe/ordre symphitosociologique, en soulignant également les principales étapes de série, leurs bioindicateurs végétaux et aux particularités écologiques de chaque étape (régressive ou progressive). Ainsi, sur la base de l`interprétation de la zone d`étude, le bioindicateur végétal se distingue comme un outil de travail durant l`analyse, permettant de cette façon comprendre les conditions édapho-climatiques existantes, ainsi comme élaborer un rapide diagnostic de chaque série de végétation potentielle climatophile. En outre, sur la base des principales étapes de remplacement, il est également possible d`identifier la présence de plantes endémiques, ou avec un statut de protection et enfin l`état de conservation de la zone d`étude. Déjà au stade de proposition du projet, basée sur l`information recueillie précédemment, il y a la possibilité d`établir une liste de plantes bien adaptées aux conditions mésologiques. Ainsi, dans chaque étape de série, les conditions écologiques nécessaires à une bonne adaptation de la matière végétale sont référées, évitant ainsi des facteurs limitant à son développement, tels que les précipitations, l`érosion des soís, disponibilité de la lumière, de la salinité, parmi beaucoup d`autres. Et enfin, quelques considérations se tissent sur les principales idées à retenir tout au long du travail, notamment l`importance d`utiliser la connaissance de la symphytosociologie comme un outil d`analyse d`un grand intérêt pour la développement de propositions pour la conservation du patrimoine floristique et la qualité pittoresque du paysage.