Marketing plan of Gesis Digital

Abstract

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.