Marketing Plan ‘Ferretería Salvia S.L.’

Abstract

Driven by subjects related to Marketing among which are 'Market Research', 'Operational Marketing' and especially 'Fundamentals of Marketing', and thanks to the support of my tutor, I have decided to make this marketing plan due to my interest in this subject. Firstly, I would like to clarify that although I have carried out the research on the company in its entirety, the objectives, strategies and actions of this particular marketing plan are based on the final customers, as the company has decided. The decisive power of the company is due to the close relationship I have with it, as it is my family business. On the other hand, I would like to mention that given the present uncertainty about when and how the situation will return to normal, this work has been developed before being aware of the socio-economic effects caused by the current pandemic virus COVID-19 and therefore is designed for a context in which such effects are omitted. However, after completing it I can confirm that taking into account the period in which the actions developed are expected to be applied, in most cases a normal course could be followed, although in an adapted version to this new reality. Once these two aspects have been clarified, 'Ferreteria Salvia S.L.', with more than 70 years of experience, is one of the model companies dedicated to the DIY (do it yourself) sector in the province of Castellón. Throughout the years it has also been introduced in the ceramic and agricultural sectors becoming also an industrial supplier as it is located in the heart of the ceramic triangle. This company is currently in a situation of adaptation to a changing environment in both economic and social aspects. Competing next to great leaders of the sector it tries to offer products and services of quality that exceed the expectations of the consumers. Through this project I have been able to get to know the company in depth internally and its environment by searching relevant information that has allowed me to carry out the appropriate analyses to determine the company's situation in the market in a broadest sense. All this has helped me to draw conclusions about the appropriate strategies to carry out the company's main objective: to increase its visibility.