How to Transform a Company: a Specific Marketing and Finance Plan for Juan Serrano International Trade Agency

Abstract

The title might seem ambiguous at the very first sight. However, let us imagine how to compress in a title the whole process of the transformation of a company. This project is based on the situation of a local company in Castellón, that is, Juan Serrano International Trade Agency and the aim was to reconvert and create a brand new enterprise from the existing one integrating the theoretical and practical concepts acquired during the formative stage in the ELIT Master. After carrying an extensive analysis and feasibility study showing both strengths and weaknesses, several proposals for improvement are disclosed. Materials for the present study include a mixture of both a marketing and finance plan including a cost-benefit analysis to reverse the current economic situation forcing a slow but effective recovery. Results show what might be the most convenient steps to follow for the company Juan Serrano to increase its benefits, to expand and to become bigger and better among its rivalry. An example of those results is the implementation and optimization of the new technologies to better manage the internal and professional company affairs leading to a change in its corporate image. A more customer-friendly webpage redesign and the application of a CRM strategy are portrayed as the most salient highlights. As for the company, the implementation of a warehouse and a labeling and packaging system would also help to improve the life of the company at the long term, just as the managing system which would also be improved thanks to a balance scorecard and a new staff establishment plan. Other minor changes such as a change in the company‟s organization structure and other promotional and distribution strategies would also be proposed; all the aforementioned, with a detailed cost plan that will indicate the workability of the different proposals. Although it might seem this work is too specific for this specific company; many clues can be taken for any reader wanting to implement all the information and techniques provided. Thanks to the didactic way in which it has been written, this work aims to approach any kind of audience who might want to introduce themselves in the business world or those who already in the business world want to learn more, give another vision to the company or just have an enjoyable reading time while thinking about how to change things, how to get better and how to keep all what has been already achieved.