is a group that belongs to the automotive industry, specialising in the manufacture of
interiors for TIER 1 suppliers at competitive prices, providing by this
high quality. It also has a vast
range of associated services that are highly valued by their customers. And although initially the
firm started as a car seat manufacturer for particular clients, today
has several production
plants with both, elev
ated production and billing.
By taking a look on the Spanish and the global economic environment, there is a change in the
consumption habits on the automotive industry. Data show a growth in the second hand market
and the spare parts of unofficial worksh
ops as a result of the economic crisis.
Moreover, it is important to consider the social context, since there is an increasing awareness on
the good practices of
for instance, decrease the demand of leather materials due
to animal sufferi
The provided marketing plan explains a series of proposals and recommendations in order to
achieve its goals. It also tries to follow the sector's technological race, as well as to obtain a better
position in the customers and OEMs' points of views.
o achieve this,
a deep internal and external analysis was
carried out. We also studied the
company's resources, the current situation of its environment, its competition, customer behaviour,
the sector itself,
Later on, several objectives or actions w
ere proposed, where the predominant were: the
interaction, and the increase and improvement of associated services.
Furthermore, a 10 actions plan was also developed in order to achieve its goals, as well as to
increase the profita
bility, by increasing sales and reducing costs.
Finally, these actions were quantified
upon a particular budget
and detailed schedule of activities.
And some guidelines were also provided for improvements in
control, together with some
made for the conducted marketing plan.||ca_CA