Marketing plan of Kamchatka

Abstract

Kamchatka Magic Toys is a toy store with a philosophy and values that differentiates it from other toy stores, since all toys are ecological, original, educational, non-sexist and non-military, which teach values of peace and equality. Most of their toys are made with rag and wood materials, and all materials and dyes used in its manufacture are non-toxic, so they are safe for both children and the planet. In recent years, it has perceived an increased environmental concern by the population, and this has caused a shift in consumer habits. People are increasingly concerned about the environmental impact of the products they consume and companies have had to adapt to this change. In this marketing plan, we have conducted an internal analysis to study the resources of Kamchatka Magic Toys, and an external analysis to study the situation of the environment and competitors, as well as analyze the toy market and consumer behavior. Finally, we have established several goals to achieve with this marketing plan, where we can highlight the increase in customer visits in the physical store and on the website and the increase of satisfaction and interaction with customers. To achieve the objectives, we have proposed a total of 12 actions (adapted to the limited budget and the philosophy of the company). Due to Kamchatka Magic Toys is a small company located in Madrid, the only way to sell toys in the entire national market is through its website, and for this reason most of the actions are focused on promoting the company on the Internet. Finally, to these actions have been assigned a budget and a schedule, where the start and the duration of actions are indicated. In addition, we have established control guidelines in order to ensure the achievement of the objectives of this marketing plan.