Marketing plan for Endeka ceramics

Abstract

Endeka ceramics is a company that manufactures all the components necessary to form a tile, such as colors, frits, inks or enamels for example. It is a company installed in the region of Vall D'alba, only half an hour from Castellón, region that stands out for being leader in the tile sector. The ceramic sector and all the companies involved in this area have suffered a great decline during the years of the crisis, which has greatly affected the construction, and therefore, directly tile companies. That is why it can be seen how many of these companies have been able to survive the housing crisis by taking advantage of all the market opportunities. This marketing plan presents an internal analysis of all the resources of the company and how they are used to achieve some competitive advantage. At the same time it is analyze those opportunities of the sector that can be exploited and those competitors to follow in the steps or to snatch them market share. Some recommendations are given during all the marketing plan in order to get better in some areas. After the internal and external analysis a total of nine actions are presented, which can help to improve the weaknesses of the company or to face the threats of the external environment. These actions are adapted to the budget of the company, which being a multinational has a good amount of benefits to invest. In the last part of the marketing plan we find the budget that supposes all these actions as well as a planning of how to implement them. Finally, a control of the same will be carried out to check their efficiency and correct operation.