Marketing plan of Garsaco S.L.
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Marketing plan of Garsaco S.L.Autoria
Tutor/Supervisor; Universitat.Departament
Tortosa-Edo, Vicent; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingData de publicació
2017-06-14Editor
Universitat Jaume IResum
The following Marketing Plan will focus its interest on the company Garsaco (GSC). It
is a company that is dedicated to the import and export of all types of electrical
material, and is constantly analyzing the ... [+]
The following Marketing Plan will focus its interest on the company Garsaco (GSC). It
is a company that is dedicated to the import and export of all types of electrical
material, and is constantly analyzing the market needs to be able to offer the products
that the customers require and thus satisfies their necessities.
In this Marketing Plan, the current situation of Garsaco (GSC) has been analyzed in
depth, making an analysis of the situation in which it differs from the internal and
external analysis. First of all, within the internal analysis, we will talk about the
presentation of the company along with its mission, vision, and values, as well as the
resources and capabilities highlighting the marketing resources. Next, we will discuss
the external analysis of the company differentiating between the macro-environment
where a PESTEL analysis was performed, and the micro-environment where a study of
the sector, Porter’s Five Forces analysis and an evolution of the competition were
made. Therewith, the different areas of the business environment surrounding the
company are observed.
Subsequently, a SWOT analysis referring to the internal situation of the company was
carried out where the Strengths and Weaknesses are better appreciated, in this case, it
should continue having a wide and deep range of products and should make an
improvement in the transport system. Regarding the Opportunities and Threats, taking
into account the environment in which it is located, commercial and computer
management should be improved through a CRM and SAP AG. The criteria of
segmentation, target and positioning have also been analyzed and objectives have
been set out, pointing out that the goal is to increase the customer base and sales by
7% over the previous year. Next, the marketing strategies have been analyzed, namely
the growth and diversification strategy, the competitive approach and the stratagem as
a competitive advantage.
To achieve the objectives, a total of 10 actions have been proposed, most of them
focused on communication since it is the most important marketing mix element for
Garsaco (GSC).
Finally, a budget and a schedule indicating their duration have been assigned to these
actions. In addition, control guidelines have been indicated to ensure the achievement
of the objectives through this marketing plan. [-]
Paraules clau / Matèries
Descripció
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs acadèmic: 2016/2017
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