Marketing plan of Cool Things
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Marketing plan of Cool ThingsAutoria
Tutor/Supervisor; Universitat.Departament
Narangajavana Kaosiri, Yeamduan; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingData de publicació
2020-07-14Editor
Universitat Jaume IResum
Cool Things is a company which designs and sells small toys and gadgets which are
trendy and innovative, with a wide offer and a flexibility directed to the client’s needs.
Cool Things is a B2B (Business to Business) ... [+]
Cool Things is a company which designs and sells small toys and gadgets which are
trendy and innovative, with a wide offer and a flexibility directed to the client’s needs.
Cool Things is a B2B (Business to Business) company that also takes into
consideration consumer interests and their experience with the products, however they
have to direct their sales to GDO and other companies.
Therefore, in the marketing plan the final customers have been largely considered in
order to take decisions and the final clients’ interests and behaviours have been
analysed to better understand their demand.
The marketing plan presents an internal analysis of the company considering its
resources and also an external analysis based on the PESTEL analysis. The
investigation carried out shows the favourable factors of the external situation as well
as the negative consequences that the pandemic has determined in the economy.
Despite the negative aspect, the forecast of growth in the toys sector and also in the
vending machine market has been underlined.
Five main objectives have been established and in order to achieve them, the most
appropriate strategies have been identified. First of all the differentiation strategy has
been included, as the company should attract more clients thanks to its unique and
high quality products. It has been considered also the Challenger strategy to guarantee
the expansion of its market share. Lastly, considering the growth, the company should
adopt the Market penetration and Products development strategies. In addition, eleven
actions have been planned. The actions plan explains how to carry out each activity,
the time needed and the budget required. Finally, the control method has been
included to guarantee the achievement of the goals. [-]
Paraules clau / Matèries
Descripció
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2019/2020
Tipus de document
info:eu-repo/semantics/bachelorThesisDrets d'accés
info:eu-repo/semantics/openAccess