Large-sized Porcelain Tiles: an International Marketing plan
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Large-sized Porcelain Tiles: an International Marketing planAutoría
Tutor/Supervisor; Universidad.Departamento
Ruiz-Garrido, Miguel F.; Universitat Jaume I. Departament d'Estudis AnglesosFecha de publicación
2018-10-19Editor
Universitat Jaume IResumen
It is unclear where the tile as a fired piece of clay was invented since historians differ
between China, Egypt or Babylonia (Restrepo-Baena, 2011). However, it seems that the
Saracen civilization was the one that ... [+]
It is unclear where the tile as a fired piece of clay was invented since historians differ
between China, Egypt or Babylonia (Restrepo-Baena, 2011). However, it seems that the
Saracen civilization was the one that introduced the handmade tile to Spain, as it could be
seen in monuments like the Alhambra (Fernádez Montaña, 1924). After the Industrial
Revolution handmade tiles started to disappear, its industrial production increased and tiles
formats became bigger. Currently, it is possible to produce tiles of more than 3 square meters.
One of the Spanish companies specialised in these huge tiles is Urbatek, one of the
companies that form Porcelanosa Grupo. Urbatek is a company placed at Castelló, where
there is a great competition between ceramic companies. This company focuses on big format
tiles with its brand XLight and released XLight Premium in 2016, a product that tries to
improve the old XLight products in terms of strength, design or thickness. Taking into
account these aspects, this paper aims at preparing an international marketing plan in order to
expand the XLight brand in a country. To achieve this goal, it was completed a PESTLE
analysis to break down the present situation of the Spanish ceramic industry. Furthermore, in
order to implement the marketing plan, this project compares the two biggest international
markets for Urbatek, that is, the United Kingdom and the United States, through the use of a
SWOT analysis. The United States was chosen as the best market to implement an
international marketing plan for XLight. Hence, few brand, product, pricing and distribution
decisions were planned. [-]
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Descripción
Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2017/2018
Tipo de documento
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