Publication:

Plan de marketing de Muebles Cabos

En el presente plan de marketing se va a analizar la empresa Muebles Cabos, localizada en Vitoria-Gasteiz y cuya actividad comercial está dirigida al diseño y fabricación de muebles modernos. Se trata de una empresa familiar que ofrece servicios de coordinación de gremios y parking gratuito, lo que supone una ventaja frente a sus competidores. El objetivo de la empresa es conseguir incrementar las ventas entre el conjunto de clientes de la empresa, incluyendo a las personas menores de 30 años cuyo segmento está más desatendido por parte de la empresa. Para ello la empresa contactará con un proveedor de madera de pino (más barata que los actuales materiales) que incluirá en su oferta comercial y realizará un programa de publicidad en radio, prensa online, red social y publicidad exterior que ayude a fomentar el conocimiento de la marca. El presupuesto, que se realizará a partir del plan de marketing, estará formado por los ingresos que se esperan obtener en 2016 tanto del segmento de consumidores más joven como de los actuales clientes, así como de los gastos del programa de publicidad. En cuanto al control, se han establecido unos indicadores que servirán para que los responsables puedan conocer la evolución de los objetivos establecidos.

In this marketing project, the Muebles Cabos company is going to be analyzed, which is located in Vitoria-Gasteiz. The company’s main activity is directed to make and design modern furniture. It is a family business that offers a particular service of guilds coordination and free parking, therefore this is an advantage towards their competitors. The company’s objective is to increase their sales with the clients that they already have, including people 30 years old or younger, whose segment is not attendant by the enterprise. To do so, the company is going to enter into an agreement with a new supplier of pine wood, which means a lower cost in comparison to the old ones, and it is going to be included in their marketing offer. The company is also going to make a schedule of a radio advertisement, online press, social network and outdoor publicity that will increase the knowledge of the name of the brand towards the public. The budget which is going to be made taking into account the marketing project, is formed by the ins and outs that are expected to obtain in 2016. This includes the youngest consumers segment, the customers that the company already has and the publicity charges. Due to the control, the company has introduced some indicators which will help to the main responsible to know the evolution of the objectives.