Marketing plan of Schindler

Abstract

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.