Communication plan-Laboratorios Calduch

Abstract

During this final degree project of Business Administration, we are going to analyse the company Laboratorios Calduch. This company appeared in Vila-real, however a few years later, moved to Castellón. Nowadays we can say that has been in Castellón for more than 100 years. We are going to carry out a strategic analysis that will help us to make a diagnosis of the company. Then, we will propose a Communication Plan coordinated with the analysis of Laboratorios Calduch. We will start presenting the company, its links with the area, its resources, and its capacities. Later, we will analyse the environment, using the PESTEL tool. Next, to find out what hedging strategies the company follows, we will analyse the relevant market. In addition, we will answer questions about its demand: who buys, why, what they buy, how they buy, how much they buy and when. Further on, we will analyse the levels of competition, for that we will consider the needs that we had identified above, and we will study the strengths and weaknesses of its direct competitors. Then, we will identify different customer segments, for doing that we will use the results of a survey, and we will also carry out a positioning map of the company. Finally, we will use the SWOT tool to establish a diagnosis of the situation of the company and the market with the aim of making decisions. Subsequently, we will define the general objectives of Laboratorios Calduch, we will develop its strategies and the 4P'S of the marketing mix. At this point, we will begin the Communication Plan by setting SMART communication objectives. These, based on the SWOT and along the same lines as the general objectives, we will help us to design the strategies and the future actions. Then, we will explain the budget and timetable for each action. Finally, we will indicate which KPI’s will show us when we obtain the expected results according to the objectives and we will set out a contingency plan, I mean, a plan "B" in case the results are not as we had planned.