Amb tu
Metadatos
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TFG-TFMMetadatos
Título
Amb tuAutoría
Tutor/Supervisor; Universidad.Departamento
Zubiria Ferriols, Edurne; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2018-06-12Editor
Universitat Jaume IResumen
This project corresponds to a business plan based on a company that provides social and health services at home to children, the elderly and dependents, the company will be called Amb tu.
Amb tu is born with the idea ... [+]
This project corresponds to a business plan based on a company that provides social and health services at home to children, the elderly and dependents, the company will be called Amb tu.
Amb tu is born with the idea of solving the socio-sanitary needs at home in a legal, fast and comfortable way, with highly qualified staff. It distinguishes itself from the competition by offering more services, speed of the process, training and excellent quality / price relationship.
The way in which we will approach our target market is through two of Kotler's (1982) competitive strategies. The first the competitive strategy chosen is differentiation. We will use the 4Ps to to differentiate ourselves from the competition with service, communication, distribution and price.
On the other hand, the second competitive strategy chosen is the ‘niche’ strategy detailed by Kotler and Keller in Marketing Management (2012). Our company will focus its resources on addressing only the market of the province of Castellón.
With this we want to know the potential of the market, know better the needs of customers without making a large investment and with less risk. In case of obtaining good results, we would consider carrying out a market development strategy throughout the national territory, since we would have a base of satisfied customers who can recommend us.
Our client profile usually varies depending on the service that we demand, we place the age range between 30 and 80 years. As for the purchasing power of customers, it can be contracted by all types of customers, since the price of the service is quite competitive, but it is more aimed at customers with a medium-high purchasing power.
The project will be structured in the following way. In the first place, we will try to see the analysis of current market opportunities and how to take advantage of them. We will also show what our activity will consist of and how we will differentiate ourselves from other competitors in depth.
Secondly, we will analyze the situation of the company, the environment, both the variables that can be controlled by the company and those that do not and other aspects related to marketing.
In the third place, we will make a human resources plan. In this we will deepen on the staff that will be part of the company and on what functions they will perform. And also, a financial plan on the forecast of sales of these services in order to see if the business project is profitable or not. And finally, we will try to deepen the conclusions that we have reached after the realization of this business plan. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2017-2018
Tipo de documento
info:eu-repo/semantics/bachelorThesisDerechos de acceso
info:eu-repo/semantics/openAccess
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