The Urban Roosters Technologies Marketing Plan
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Title
The Urban Roosters Technologies Marketing PlanAuthor (s)
Tutor/Supervisor; University.Department
Estrada Guillén, Marta; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingDate
2020-06-09Publisher
Universitat Jaume IAbstract
The Urban Roosters is a company dedicated to organizing freestyle competitions and
audiovisual content on Youtube. It is currently the only company that has managed to
professionalize the sector by offering a regular ... [+]
The Urban Roosters is a company dedicated to organizing freestyle competitions and
audiovisual content on Youtube. It is currently the only company that has managed to
professionalize the sector by offering a regular competition called Freestyle Master
Series.
The work presented below is the realization or proposal of a marketing plan for the
company The Urban Roosters for its development in the year 2020 in order for the
marketing department to achieve greater organization and that this plan will help the
organization to achieve its overall objectives.
Through internal analysis, the company's resources have been described. On the other
hand, through the external analysis, the problems generated by the COVID-19 in
economic and social aspects and how it has affected the sector have been highlighted,
as well as all the legal and technological terms that must be taken into account and which
directly affect the company due to its activity. In addition, a study of competitors, the
market and consumer behaviour in the musical entertainment sector has also been
carried out.
Once the study of the internal and external analysis has been completed, 12 objectives
have been established, which are to be achieved through the development of this
marketing plan. To highlight the objectives of reaching a figure of 5.5 million followers in
Youtube, increase at least one distribution channel, increase market share in the USA
and achieve at least one commercial agreement with an eSports team.
In order to achieve these objectives, a number of strategies have been established, such
as market penetration, market development, product development and diversification in
terms of growth. Challenging strategy in terms of competitiveness and specialization and
differentiation in terms of segmentation and competitive advantage strategies,
respectively.
A total of 15 marketing actions have been proposed to achieve the objectives and a
budget has been allocated to each action.
Finally, a control of these proposals has been implemented in order to correctly execute
the marketing plan and thus be able to correct them in case they do not go correctly or
reinforce them if they follow the established and desired path. [-]
Subject
Description
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2019/2020
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccess