Marketing plan of Serigrafías Libra

Abstract

Serigrafías Libra is a company of the serigraphy sector dedicated to the production, design and screen-printing of personalized clothing, workwear, clothing for parties and promotional gifts. In this marketing plan, we have carried out an internal analysis to study its resources, as well as an external analysis in which we have highlighted the relevance of factors external to the company such as the political uncertainty in Spain, the continuous growth of technologies or the development of sustainability through new methods such as the circular economy. In addition, we have highlighted the analysis of the microenvironment of the organization to highlight the importance of substitute products to screen printing as 3D printing, or to highlight the high existence of competitiveness of the sector in the province of Castellón. In addition, in the plan we have analysed the three main competitors of Serigrafías Libra, being able to observe similarities between this and the competing companies. Beyond this, together with a SWOT analysis in which we have highlighted strengths such as the optimal production capacity of the company, weaknesses such as the need to improve the commercial management of Serigrafías Libra, opportunities such as the increase in demand for gifts promotional, or threats such as the rise of competition with new substitute products to those of the company we analyse. Finally, we have developed a total of 9 actions, including commercial visits to potential customers in the tile sector or the improvement of commercial management through the use of social networks. In addition, we have set the types of marketing strategies that we propose to the company, such as the differentiation strategy. For each action, both a budget and a schedule have been developed to assess the cost of each action and its duration, respectively.