Marketing plan of Serigrafías Libra
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Title
Marketing plan of Serigrafías LibraAuthor (s)
Tutor/Supervisor; University.Department
Tortosa-Edo, Vicent; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingDate
2019-07-09Publisher
Universitat Jaume IAbstract
Serigrafías Libra is a company of the serigraphy sector dedicated to the production,
design and screen-printing of personalized clothing, workwear, clothing for parties and
promotional gifts. In this marketing plan, ... [+]
Serigrafías Libra is a company of the serigraphy sector dedicated to the production,
design and screen-printing of personalized clothing, workwear, clothing for parties and
promotional gifts. In this marketing plan, we have carried out an internal analysis to study
its resources, as well as an external analysis in which we have highlighted the relevance
of factors external to the company such as the political uncertainty in Spain, the
continuous growth of technologies or the development of sustainability through new
methods such as the circular economy.
In addition, we have highlighted the analysis of the microenvironment of the organization
to highlight the importance of substitute products to screen printing as 3D printing, or to
highlight the high existence of competitiveness of the sector in the province of Castellón.
In addition, in the plan we have analysed the three main competitors of Serigrafías Libra,
being able to observe similarities between this and the competing companies.
Beyond this, together with a SWOT analysis in which we have highlighted strengths such
as the optimal production capacity of the company, weaknesses such as the need to
improve the commercial management of Serigrafías Libra, opportunities such as the
increase in demand for gifts promotional, or threats such as the rise of competition with
new substitute products to those of the company we analyse.
Finally, we have developed a total of 9 actions, including commercial visits to potential
customers in the tile sector or the improvement of commercial management through the
use of social networks. In addition, we have set the types of marketing strategies that we
propose to the company, such as the differentiation strategy. For each action, both a
budget and a schedule have been developed to assess the cost of each action and its
duration, respectively. [-]
Subject
Description
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2018-2019
Type
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