Marketing plan of Schindler
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Title
Marketing plan of SchindlerAuthor (s)
Tutor/Supervisor; University.Department
Sánchez García, Javier; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingDate
2020-06-09Publisher
Universitat Jaume IAbstract
This summary will detail the basic ideas of our marketing plan. Both the characteristics,
analysis of the company and the main actions that we will carry out.
Schindler is a multinational company of Swiss origin ... [+]
This summary will detail the basic ideas of our marketing plan. Both the characteristics,
analysis of the company and the main actions that we will carry out.
Schindler is a multinational company of Swiss origin that mainly manufactures
elevators and escalators. It was founded in 1874 by Robert Schindler and its
headquarters are located in Ebikon, Switzerland. Schindler ranks first in the
manufacture of mechanic escalators and second in the manufacture of elevators,
behind its main competitor Otis elevators. Schindler's products move about 900 million
people worldwide every day.
When analyzing the company’s current situation regarding the internal analysis, a
portfolio of quality products can be seen that covers most of the needs of the current
market. We will talk discuss financial part later including company results and the main
indicators of profitability.
As for the external analysis, first we will analyze the micro-environment, specifically
looking in detail at Schindler's main competitors, such as Otis, Thyssenkrupp, Orona
and Eninter. An analysis of the main financial indicators of the competitors has been
carried out and a comparison has been made. This was followed by an analysis of the
macro-environment which concluded with a PESTEL analysis that went into depth on
the political, economic, social, technological and legal aspects.
Next, we perform a SWOT analysis where weaknesses, threats, strengths and
opportunities are analyzed in order to establish measurable and achievable objectives
and thus be able to set strategies.
As for the operational actions, a series of action plans are planned to be carried out
during 2021, among which we find:
Adding a new elevator model that meets a market niche that the company has not
covered so far and where it relied on other brands instead. [-]
Subject
Description
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2019/2020
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccess