Marketing plan of Hawkers
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Título
Marketing plan of HawkersAutoría
Tutor/Supervisor; Universidad.Departamento
del Corte Lora, VíctorFecha de publicación
2022-06Editor
Universitat Jaume IResumen
Hawkers is a brand of sunglasses that was born in 2013 as an ecommerce and its
success has been based on digital marketing, specifically through the effective use of
Facebook Ads.
Nowadays, as of 2020 with the ... [+]
Hawkers is a brand of sunglasses that was born in 2013 as an ecommerce and its
success has been based on digital marketing, specifically through the effective use of
Facebook Ads.
Nowadays, as of 2020 with the COVID-19 pandemic, online commerce has become one
of the main attractions in the business world offering a wide range of competencies with
a considerably reduced initial investment. And it should not be forgotten to mention that
it has also changed consumers' consumption habits and preferences.
With this marketing plan, I intend to show the success of Hawkers and illustrate how a
small brand has managed to enter a market controlled by giants such as Ray-ban.
In this Hawkers marketing plan, it has been able to observe the company from different
perspectives. Thus, through the situational analysis both internal, such as the resources
available to the brand, and external aspects have been analysed. In the latter, it has
been studied the market, the behaviour of consumers, as well as the environment in
which it operates and the competitors that currently exist in it.
A market study has been also carried out by means of a survey in which the frequency
of online shopping, the number of people with visual problems, the preferred place of
glasses purchase, as well as the opinions of Hawkers customers and non-customers in
terms of image, satisfaction, loyalty and trust were studied.
Once the analysis has been carried out, a series of objectives and actions have been
settled, all of which are related to the company's mission, vision and values.
Finally, for the execution of these actions, a specific budget and timetable has been
established in which the moment of their implementation and the duration of each one
can be observed. Each of the objectives will be monitored by means of an indicator in
order to supervise that they are being achieved. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2021/2022
Tipo de documento
info:eu-repo/semantics/bachelorThesisDerechos de acceso
info:eu-repo/semantics/openAccess