Marketing plan of Cuatroochenta S.A.
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Title
Marketing plan of Cuatroochenta S.A.Author (s)
Tutor/Supervisor; University.Department
Callarisa Fiol, Luis J.; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingDate
2020-06-09Publisher
Universitat Jaume IAbstract
Cuatroochenta is a leading company in Business Performance Techs (BPTechs),
focused on IT consulting, specialized software development and digital transformation.
The following work aims to develop a marketing plan ... [+]
Cuatroochenta is a leading company in Business Performance Techs (BPTechs),
focused on IT consulting, specialized software development and digital transformation.
The following work aims to develop a marketing plan for Cuatroochenta to be developed
in 2021, in order to carry out a more organized planning and achieve the general
objectives of the company.
Firstly, an internal analysis has been carried out describing the main resources and
capacities of Cuatroochenta. And, secondly, an analysis of the environment and
competitors, as well as the market and sector, is carried out.
Once this analysis has been carried out, a SWOT analysis has been made to summarise
the most relevant information from the previous analysis.
Once the SWOT has been created, we have established 6 marketing objectives, to, on
the one hand, solve the weaknesses and threats, and on the other, to take advantage of
the strengths and opportunities. Among the marketing objectives we can highlight the
15% increase in turnover, achieving 74% customer loyalty and reaching 90% customer
satisfaction.
To achieve these objectives, we have established a series of strategies that we will follow
such as the strategy of market penetration, the strategy of developing new services and
the competitive strategy of differentiation.
Subsequently, 6 marketing actions have been proposed to help with the achievement of
our objectives, a budget has been assigned to each of them and control guidelines have
been defined in order to adequately execute the marketing plan and to be able to identify
if there are deviations from the forecasts in order to be able to react as quickly as
possible.
Subsequently, 6 marketing actions have been proposed to help with the achievement of
our objectives, a budget has been assigned to each of them and control guidelines have
been defined in order to adequately execute the marketing plan and to be able to identify
if there are deviations from the forecasts in order to be able to react as quickly as
possible.
Finally, the three main conclusions of this work are presented.
Firstly, Cuatroochenta must continue to enhance its differentiation strategy in order to
stand out from its competitors and compete in the IT sector.
Secondly, due to the uncertainty and constant change caused by the current health
crisis, the analysis premises set out in this plan must be constantly reviewed to check
that the actions carried out are consistent with the situation.
Thirdly, Cuatroochenta must seek operational excellence in all its areas, but especially
in its clients, and therefore must continue to improve the rate of customer loyalty, as well
as reduce the rate of abandonment, with the aim of improving relations with them and
positioning itself as the trusted partner it wants to be
Finally, if Cuatroochenta wants to get more and more high-value customers, i.e. digital
transformation customers, it must perform a brand repositioning and leave behind the
app developer terminology. [-]
Subject
Description
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2019/2020
Type
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