Marketing plan of Cuatroochenta S.A.

Abstract

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.