Marketing plan - Renovae Business

Abstract

Renovae Business is an energy engineering services company. Grupo Renovae, the business group to which it belongs, is well positioned in the sector. Its main activity is the development of renewable energy production projects, mainly aimed at individuals, communities and companies. Commitment, adaptability, trust, tranquility and ecological responsibility are the basis of its values as a company. In recent months, with the instability of the energy sector and other external factors that in such a globalized world have affected the inflation of the price of conventional energy, many people have seen renewable energy alternatives, mainly photovoltaics, as an asset for combat such volatility and be self-sufficient. This has been a great opportunity for a sector with a lot of room for progression and increasingly competitive. In addition, the geographical location accompanies making this type of commitment to photovoltaic energy because the Levantine coast has around 320 days of sunshine a year. In view of all of the above, the company sets a series of objectives such as increasing sales (20% in individuals, 15% companies and 10% communities), operating income (20%) and achieving a minimum satisfaction of 80%. In addition, the objective of relations is to create an internal commercial network, initially incorporating 2 commercials with experience in the sector. Different marketing strategies will be used to achieve the objectives. One of them will be to carry out a market penetration strategy (Ansoff) to try to increase sales in service contracts, to achieve this, it will focus on the Valencian Community market. The above strategies are based on a differentiation strategy (Porter) based on offering additional peripheral services to the main one, which are valued by customers. These strategies will be carried out mainly with service, price and communication actions such as increased contact and offers made, the design of quality questionnaires, social networks, sponsorship of events, offering financing, greater guarantees or energy audits and the opening of a contracting process to incorporate 2 commercials internally.