Marketing plan of Garsaco S.L.

Abstract

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.