| Resumo: | This Master project has the objective of developing a strategic and operational Marketing Plan to support the launch of an innovative service to the gourmet sector, more specifically at El Corte Ingles, being the service available in SuperCor and Club del Gourmet. The idea behind the service is to provide the customers’ with a gourmet recipe and all the bundle of ingredients that are inherent to the recipe, plus the possibility of adding a specific wine that goes particularly well with determined gourmet recipe. Nowadays, society already has the service of delivery of goods to consumers’ homes, and this is the some case with SuperCor and Club del Gourmet. What is lacking here in Portugal is a tailored service for the customers’ that do not have enough time to go shopping every day, do not know where to find some ingredients and do not like or know how to cook at home. This Master project intends to eradicate this problem and be the pioneer of this innovative type of delivery. A strategic and operational study was made and is presented along this master project, so that it could be identified the potential market for the service, as well as the service value and necessary characteristics are needed for the potential consumers’ of this service. A marketing strategy was also defined and designed, as well as marketing-mix components, so that it could be possible the launch of this new service for the right audience, with the accurate tools and with all the correct characteristics, and well communicated for the potential costumers’; so that this new service can be successfully launched in the gourmet market.
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