Marketing plan - SERVYECO

Abstract

This academic project consists of an exercise of analysis and research about the commercial actions of the water treatment company SERVYECO. Through this document I intend to understand the techniques used by this successful company in its sector in the province of Castelló de la Plana. My research corresponds to a study of their practices between the years 2020 and 2021, as well as their business trends with respect to the year 2022. In order to be able to carry out this project with the greatest efficiency and be as real as possible, when doing the curricular practices in this company, I have had the direct help of SERVYECO members in the realization of the project, both for the orientation of the marketing plans that would be most useful to them to carry out, as well as for access to the most complete and up-to-date information available. The project is divided into different parts dedicated to the analysis and research of different aspects of SERVYECO in particular. To begin with, we will observe both an internal and external analysis of the company today. In the internal analysis the resources available to SERVYECO for the realization of its activities are detailed, while in the external analysis we will observe the main factors that have affected the company according to the nature of these (political, economic, social, technological, ecological and legal), and its microenvironment, focusing on its competitive environment, and level of demand. Next, a diagnosis of the current situation of the company is made through a SWOT investigation, with which we can recognize its positive and negative aspects. In addition, your market is analyzed through a distinction of its segmentation and positioning. Once this analysis is finished, I have taken the liberty of generating through my conclusions five objectives towards which the company could be directed. Developing in turn the necessary strategies and action plans that should be implemented for its correct execution. Finally, I have calculated approximate measured budgets for each action plan adjusted to a schedule and established the systems of control and measurement of progression, through which I can execute the strategies and action plans effectively to achieve my proposed objectives.