Plano de marketing da L. Nostrum, S.A. para os anos de 2010 e 2011

No actual contexto empresarial, com uma competitividade e complexidade dos mercados crescente, o marketing tem ganho uma grande relevância na direcção e desenvolvimento das empresas, independentemente do sector onde actuem. As áreas da geriatria e dos serviços de saúde não são excepção, apesar de por vezes nas pequenas e médias empresas, não estarem claramente identificadas todas as políticas e estratégias de marketing que deverão pautar as decisões a tomar. Toma-se então não só importante, como de extrema necessidade, que tal como as decisões financeiras, também as decisões de marketing sejam tomadas de forma explícita e estratégica, de forma que se clarifique no interior da organização o rumo a seguir. Este trabalho irá incidir sobre o marketing de uma empresa que desenvolve a sua actividade num ramo de negócio emergente em Portugal, os Cuidados Continuados Integrados e as Residências Assistidas, tendo como objectivo a sustentabilidade e expansão da organização. Como acontece com a maior parte das empresas de pequena dimensão, a L Nostrum S.A. não dispõe de um plano de marketing, sendo de extrema importância que se proceda à elaboração e implementação de um projecto desta natureza Assim, a proposta que aqui se apresenta têm como objectivo central o desenvolvimento de um plano de marketing de curto prazo para a empresa L Nostrum S.A. ABSTRACT: ln the actual business context, with growmg market competitiveness and complexity, marketing has been getting higher relevance in company development, regardless the sector in which these companies operate. The areas of geriatrics and healthcare aren't an exception, although sometimes in some SME's the marketing strategies that shall regulate some of the company's decisions, aren't clearly defined. So, it becomes not only important, as a dire need, that, just like financial decisions, also marketing decisions, are made in an explicit and strategic way, so it becomes clear the path that the organization should follow. This work will focus on the marketing campaign of a company which acts on a business branch emerging in Portugal, the Integrated Continuous Care and Assisted Living Facilities, having as its objective the sustainability and expansion of this organization. Like most small companies, L Nostrum S.A., does not have a marketing plan, being of extreme significance the elaboration and implementation of a project of this nature. So, the proposal here presented has as its main objective the development of a short term marketing plan for the company L Nostrum S.A.

The Branches of Large Electricity Companies in Portugal: From Trade to the Transfer and Adaptation of Technology (20th Century)

In the last decade of the 19th and first decades of the 20th century there was a movement of capital and engineers from the central and northern Europe to the countries of southern Europe and other continents. Large companies sought to obtain concessions and establish branches in Portugal, favouring the circulation of technical knowledge and transfer of technology for Portuguese industry. Among the various examples of the representatives of foreign companies in Portugal we find Jayme da Costa Ltd. established in 1916 in Lisbon, which was a branch of the Swedish company ASEA, as well as STAAL, ATLAS DIESEL (Sweden), Landis & GYR (Switzerland), Electro Helios, etc.. Another example is EFACEC a company founded in 1948 in Porto, that was a partnership between the Portuguese company CUF – Companhia União Fabril, and ACEC – Ateliers de Constructions Électriques de Charleroi and a small entreprise Electro-Moderna Ldª. This enterprise started the industrial production of electric motors and transformers, and later on acquired a substantial share of the national production of electrical equipment. Using Estatística das Instalações Elétricas em Portugal (Statistics on Electrical Installations in Portugal) from 1928 until 1950 we can identify the foreign enterprises acting in the Portuguese market: Siemens, B.B.C, ASEA, Oerlikon, etc. We can also establish a relationship between the development of the electric network and the growth of production and consumption of electricity in the principal urban centres. Finally we see how foreign firms were a stimulus to the creation of national enterprises, especially those of small scale, in Portugal.