Marketing plan of Jobelsa

Abstract

Jobelsa is a group that belongs to the automotive industry, specialising in the manufacture of interiors for TIER 1 suppliers at competitive prices, providing by this high quality. It also has a vast range of associated services that are highly valued by their customers. And although initially the firm started as a car seat manufacturer for particular clients, today Jobelsa has several production plants with both, elev ated production and billing. By taking a look on the Spanish and the global economic environment, there is a change in the consumption habits on the automotive industry. Data show a growth in the second hand market and the spare parts of unofficial worksh ops as a result of the economic crisis. Moreover, it is important to consider the social context, since there is an increasing awareness on the good practices of enterprises that, for instance, decrease the demand of leather materials due to animal sufferi ng. The provided marketing plan explains a series of proposals and recommendations in order to achieve its goals. It also tries to follow the sector's technological race, as well as to obtain a better position in the customers and OEMs' points of views. T o achieve this, a deep internal and external analysis was carried out. We also studied the company's resources, the current situation of its environment, its competition, customer behaviour, the sector itself, etc . Later on, several objectives or actions w ere proposed, where the predominant were: the improvement in customer interaction, and the increase and improvement of associated services. Furthermore, a 10 actions plan was also developed in order to achieve its goals, as well as to increase the profita bility, by increasing sales and reducing costs. Finally, these actions were quantified upon a particular budget and detailed schedule of activities. And some guidelines were also provided for improvements in Jobelsa's control, together with some proposals made for the conducted marketing plan.