Marketing plan of Peronda Ceramics, S.A

Abstract

Throughout the next job I propose myself to analyse and study the economic activity of the Company "Peronda Ceramics, SA" regarding to the realization of my final work grade. This work will consist in an elaboration of a marketing plan of the mentioned company to help it to optimize their internal activities and to maximize its performance. The Peronda Group is a ceramic tile company located in the city of Onda, Castellón, which focuses on the manufacture of wall and floor tiles. This firm includes brands like Peronda Ceramics, Museum, Harmony, Duomo and Kerum and has commercial delegations in Spain. The consequences of the crisis in recent years had very negative effects on the ceramic sector and construction in general, but in the present thanks to the opening to the outside market, it has been enabled some economic recovery that will be key for the future industry. This marketing plan studies the different opportunities that can be found in the market by the company, to adapt itself to market requirements and to send the right product at the right place in the right conditions. Therefore, the ultimate goal will be that the company achieves the adaptation of its performance to get a competitive advantage over its competitors. In this project are included processes such as analysis environment for knowledge of industry developments, the level of competition and consumer behaviour in the market; the internal analysis of the company to publicize their strategies of product, price, distribution and communication and finally are analysed the objectives that the company wants to achieve to continue growing. This analysis seeks to show the company the right way recommending actions to maximize its profitability and to improve its performance to finally achieve the objectives proposed. At the end of this marketing plan it is specified the amount of budget necessary to complain with the cost of the actions implantation and an implementation calendar which recommends the best moment for each implementation.