Marketing plan of Benimar

Abstract

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.