Marketing plan of Visiat S.L

Abstract

Visiat S.L. is a family fishmonger located in the city of Benicarló for more than 60 years. Currently the business is in the hands of the second generation of parents-children, but soon it will be in the hands of the third generation, that is, in the hands of the grandson of the founder of the company. It is characterized by offering fresh fish and seafood of local origin mostly, as well as other frozen products and other foods, but in smaller size. Nowadays, it is no secret that less and less fish and seafood are consumed, probably because of the high price it has compared to other alternatives, although anyone should include this type of food in their regular diet. In this marketing plan I first carried out an analysis of the situation, so I took into account the conditions of the company (internal factors) and the environment (external factors), and also an analysis of the sector in which the company operates. After analyzing the company and its environment, I have proposed a series of objectives in order to improve the operation of the company, as well as a total of 15 actions to be carried out by the company to try to achieve these objectives. Finally, I have set an approximate budget for each action, and also a timetable to guide actions along a timeline. The budget is a bit high due to the action of renewing the current transport elements, but the expenditure is monthly, so it will not be necessary to ask for a bank loan. For the objectives I have also proposed methods of control, provided that deviations which may alter their achievement.