Plano de Marketing para um Mercado Internacional

Abstract

The present report intends to describe the experience provided by the internship that took place in the company ISA – Intelligent Sensing Anywhere, from the 3rd February to the 13th June of 2014, in the context of the Masters in Management form the Faculty of Economics from the University of Coimbra. The internship took place in the Marketing Department and my main activities where the support to the department and the elaboration of a Marketing Plan for the energetic efficiency solution Cloogy. The main objective was the development of a Marketing Plan, and in this way, the report starts with a theoretical framework that addresses the topics of Marketing, Online Marketing, Marketing Plan and finally the Standardization and the Adaptation of International Marketing Strategies. In the second part of the report, I present the host company and the Cloogy solution, and this allows to have a better perception about this application and its features. The practical component of this report is composed by the description of the tasks realized during the internship, with a particular focus on the contribution to the development of the Marketing Plan leading to, among other things, the identification of the objectives to achieve and the means by which they will be achieved. In the last part of this report there is a critical analysis of the host company and of the project that was realized, identifying positive factors and issues that could be improved.