Plan de marketing: Ibero porcelánico

Abstract

The work done contains a marketing plan for the company Ibero Alcorense S.L.U during the season/year 2019-2020. In the first pages, it will be found the justification of the company, a small introduction about it, the mission, vision and the main objectives. Afterwards an internal analysis was conducted to see the internal situation of the company (material resources, financial...) in order to determine the focus of the investigation/analysis? Once the company was analysed, an external study was made to be aware of the environment in which it develops. To this effect, we distinguish two major sections: ❖ Macroenvironment (PESTEL Analysis) ❖ Microenvironment (demand, customers, suppliers, intermediaries and competition) After analyzing all of the above, I obtained a diagnosis of the company with its opportunities, threats, strengths and weaknesses to set its future objectives and the strategies to be used to achieve them. Finally, I have made a Marketing Mix proposal based on the needs of the catalogue and market trends. Related to the objectives, strategies and Marketing Mix have been exposed the control actions, budget and schedule. With all the above, I can be aware of the growth of the company Ibero from its inception until today, however, the future of this company is much more promising than it has been until now,and it is expected in the coming years that the company will grow by 25% both its turnover and production of square meters.