Marketing plan of Gesis Digital
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Marketing plan of Gesis DigitalAutoría
Tutor/Supervisor; Universidad.Departamento
Monte Collado, María Pilar; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2021-06-16Editor
Universitat Jaume IResumen
Gesis Digital is a company that sells computer products, maintenance services, backup
copies and management software. Its values are what make the difference between the
other companies in the sector. Its strengths ... [+]
Gesis Digital is a company that sells computer products, maintenance services, backup
copies and management software. Its values are what make the difference between the
other companies in the sector. Its strengths are its commitment to the client to have a close
relationship and as personalized as possible. Another strong point is the transparency in
their work, being easily understood by anyone without the need for computer skills. As
general values they emphasize equality and honesty in their relationships.
Over the years and more markedly with the pandemic generated by Covid-19, there has
been a great increase in the digitization of companies and that they have a website,
online store, data management, security and many other functions that companies have
come to perform through computing. This has been a great opportunity for companies in
the ICT sector whose annual increase is around 5% according to the NOTSI (National
Observatory of Technology and Society) Report. In this sense, Gesis Digital has been
adapting its product portfolio by offering a wide variety of computer products of the
highest quality accompanied by a variety of services that are required in the geographical
area of the provinces of Valencia and Castellón.
In view of all the above, the company sets a series of objectives such as increasing
business relationships in terms of visits to the corporate website (20%), interaction with
customers (10%) and achieving a rate of 90% satisfaction. The objective of managing
marketing activities is to increase both online sales and the hiring of computer
maintenance by 10%. And finally, they set their financial goal to increase profit by 10%.
To achieve the objectives, different marketing strategies will be used. One of them will
be to carry out a market penetration strategy (Ansoff) to try to increase sales in the
contracting of services, to achieve this, it will specialize in a market niche composed of
companies located between the provinces of Castellón and Valencia. The dimension
criterion will be between five and fifty workers whose main activity is carried out with
computer equipment, trying to be the leader in that niche. The above strategies are
supported by a differentiation strategy (Porter) based on providing hardware and
software solutions for a fixed fee and great coverage.
These strategies will be carried out mainly with actions directed through its website and
social networks, among which are to create profiles on social networks, launch online
advertising campaigns, improve shipping terms in purchases made and with the creation
of an application for mobile phones. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2020/2021
Tipo de documento
info:eu-repo/semantics/bachelorThesisDerechos de acceso
info:eu-repo/semantics/openAccess