|dc.description.abstract||Efecte Vila-Real is a business center located on the main avenue of Vila-real. It
belongs to Caixa rural Vila-real and its foundation. The creation of this business center
is to cover the axis of the foundation dedicated to the commercial area with the
promotion of the local economy and entrepreneurial cooperativism.
Efecte is located on a mezzanine level which meets all structural demands and safety.
It is composed of thirteen offices, a coworking space and training and meeting room. It
also takes advantage from the facilities of the social center which belong to the
foundation in the case of needing them. Due to their social nature, its main objective is
not the pursuit of profit, so efecte can offer low costs services to its customers.
In the marketing mix we realized an internal analysis including the seven p's of efecte:
product/services, prices, promotion, people, process and the physical evidence.
It has also carried out an external analysis through pestel analysis of the general
environment in which we can find: different current competitors (Vivero de empresas
Vila-real, Espaitec, CEEI, CEDES, Ofiespai, VN Trade center and Puerta del sol), new
competitors (Coworking), substitute products (work from home and rent an office
themselves), the different suppliers and customers (business centre and training
To complete the external analysis we analysed Porter’s five forces model, where we
take into account political, economic, social, technological, ecological and legal factors
that surround the business centre activity.
Finally, we have established several goals to achieve with this marketing plan and we
have proposed different actions (adapted to the characteristics of the business center).
These actions plans have been quantified on a budget and delimitated on time by a
schedule (These actions will be implemented from 1st June 2016). In addition, some
guidelines to control the proposal have been made in this marketing plan.||ca_CA