Marketing Plan “F.RENAU”
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Metadatos
Título
Marketing Plan “F.RENAU”Autoría
Tutor/Supervisor
Sánchez García, Javier; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2014-07-16Resumen
“F.Renau” is a company specialised in the repair of electrical appliances of white goods
and small ones. It is characterised for being an Official Technical Service because it
offers an assistance service of ... [+]
“F.Renau” is a company specialised in the repair of electrical appliances of white goods
and small ones. It is characterised for being an Official Technical Service because it
offers an assistance service of official brands. Besides being dedicated to the repair of
electrical appliances of white goods and small ones, the company also sells appliances
of big size intended for domestic use.
This Official Technical Service deals with the repairs of electrical appliances in
guarantee of the different brands that it has, being them those that determine the final
price for the sale as well as the price that will be paid to the professional. Once these
electrical appliances are out of guarantee, the company will have the possibility to fix
the prices of the repairs.
Once the company has been analysed, a DAFO analysis has been elaborated. Since
this analysis, two different objectives have been suggested trying to delete one of its
weaknesses and taking advantage of one of its opportunities. Its two objectives are to
increase a 10% the number of repairs for 2015 and improve a 15 % the image of the
company for next year. To do it, a growth strategy will be done, based on an increase
of the market share and on a strategy based on the market penetration.
To obtain these objectives, different actions have been suggested. Two actions stand
out. The first one is the possibility to dedicate to the repair of electrical appliances of
brown goods, and the second one consists on expanding the number of brands.
Furthermore, a reduction of the prices for each repair and special discounts will be
carried out. Software is going to be implemented to improve the monitor in the
distribution channel for the buy of electrical appliances and materials. Finally, different
communication tools, such as the creation of a web page, having business cards or
having working clothes with the name of the company for every technician.
The cost that F.Renau’s company would have to pay in order to accomplish all these
actions would be of four thousand and three hundred and ninety-four euros plus six
hundred and thirty euros per month. In order to know if the considered objectives are
being accomplished, the business will control the number of repairs each month and
different telephonic surveys will be made each trimester to know if the image of the
company is improving. [-]
Descripción
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2013-2014
Tipo de documento
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