Azulejos Carceller on a large scale: a marketing plan for Kobert-In

Abstract

Nowadays, the tiles industry is dominating every single area in Spain, especially in the province of Castellon. This affects tiles companies in terms of competence, and has also affected the sales of medium-size companies as Azulejos Carceller. As a result, the company has decided to introduce a new innovative product to the market called Kobert-In that will help the company gain more market share and increase its sales. In order to find the feasibility of the product and its success, a marketing plan has to be developed. Thus, this Master’s dissertation aims at elaborating a marketing plan to help the company understand the tiles market in depth, establish strategic objectives and position Kobert-In in the right place to meet the customers’ needs. To this purpose, a theoretical framework on new product development process has been provided as a starting point for the marketing plan. Afterwards, a brief description of the company and its organizational structure is provided. Then, the external and internal situation of the company are analysed, and the new product is presented. Finally, after the strategic objectives are stated and the marketing mix is described, a brief concluding summary is included.