Marketing plan of Provefe S.A.

Abstract

A Marketing Plan has been carried out on the company Provefe. This firm is focused on the distribution of plant protection products, offering agricultural advice and other services added to these products. It has also specified what it wants to become in the future and which its real ‘raison d ' être’ is. Initially, an analysis has been carried out on both internal and external environment. Through the internal, the most important aspects have been to evidenced, as for example its good geographical location, the large size of his coaching staff, the facility it has to gain access to foreign markets, adaptability to changes in the market, as well as good training for their workers. In addition, Provefe’s good social action must be emphasized as they collaborate with various clubs and associations at the local level and also made contributions to charitable causes such as grants to help people with "Rett syndrome". Their target consumer and their product portfolio have been identified. On the other hand, regarding the study of the external environment, a Pestel analysis has been done, which highlights that the agricultural sector also has significant values of unemployment. Also that Provefe innovates continuously developing products and methods more respectful with the environment. Following with its philosophy of quality management and due to the continuous changes in legal terms, the company allocates a section on its website to inform their customers of all of these changes. Based on these conclusions, the strategic profile of Provefe has been developed. A study of Porter's five competitive forces has also been carried out. Thus, it is important to highlight that the competition is pretty weak since their own competitors sometimes become customers because of the absence of substitute products. Then the Provefe value chain has been developed, the most direct competition has been identified and it has been analyzed to obtain their strong and weak points to be able to know how to attack and thus be able to determine which is the opinion that their customers have when compared to their competitors. In order to end this external analysis the agricultural sector has been studied. Using as a basis all data obtained so far, it has been done an analysis of strengths and weaknesses of Provefe as well as of the threats surrounding the company and the opportunities the environment that provides and that, if taken into account advantageously could become a benefit, a strong point or even a source of income among others.