Marketing Plan “F.RENAU”

Abstract

“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.