Marketing plan of Benimar
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Título
Marketing plan of BenimarAutoría
Tutor/Supervisor; Universidad.Departamento
Monferrer Tirado, Diego; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2021-06-16Editor
Universitat Jaume IResumen
Benimar OCARSA S.A. is a Spanish company dedicated to the manufacture of leisure
vehicles, specialized in motorhomes. The factory where they work is located in the town of
Benicarló, Province of Castellón.
This ... [+]
Benimar OCARSA S.A. is a Spanish company dedicated to the manufacture of leisure
vehicles, specialized in motorhomes. The factory where they work is located in the town of
Benicarló, Province of Castellón.
This company differentiates itself from other companies in the group by offering exceptional
quality to its customers, with a wide variety of motorhome models to suit all tastes. In addition,
the after-sales service offered is competent and fast.
After 47 years dedicated to this sector, they continue betting daily for innovation, being their
products, national innovative products and of the most sold at national and international level.
In this marketing plan, both the internal analysis and an external analysis of Benimar have
been studied. In addition, throughout the work they have analyzed all the elements related to
the situation, prospects and possibilities of the brand, and it has been concluded that, among
others, the number of registrations of motorhomes and campers is increasing rapidly, due to
the high demand and the comfort that this means of transport brings to those travelers who
want freedom and who are committed to preserving nature.
Benimar has the potential to offer high quality products to customers who wish to purchase a
motorhome, now or in the future. Therefore, 6 objectives have been set for the brand to
improve its position against competitors and to have a positive development in the future.
These objectives are intended to be achieved by fulfilling the 15 proposed actions, each of
which has a specific time period and a specific budget.
The effects of these actions will be measured by following the evolution of the different
objectives, according to a series of methods, in order to achieve the objective of this marketing
plan: to structure the future of Benimar and contribute to its development by following this plan
and its different proposals. [-]
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