Marketing plan of the company MKM Comercial, S.L.
Fecha
2016Director
Versión
Acceso abierto / Sarbide irekia
Tipo
Trabajo Fin de Grado/Gradu Amaierako Lana
Impacto
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nodoi-noplumx
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Resumen
The aim of this project is the elaboration of a Marketing Plan for the company MKM
Comercial S.L., a company that sells machinery and consumables for the post-printing
activities in the graphic industry.
Along this paper, the internal and external analysis of MKM is done in order to have the
most useful information to propose suitable actions for the company. With all the
information gathere ...
[++]
The aim of this project is the elaboration of a Marketing Plan for the company MKM
Comercial S.L., a company that sells machinery and consumables for the post-printing
activities in the graphic industry.
Along this paper, the internal and external analysis of MKM is done in order to have the
most useful information to propose suitable actions for the company. With all the
information gathered, a SWOT analysis is developed, which shows its main strengths and
weaknesses and its main opportunities and threats.
Afterwards, taking into account the conclusions obtained from the SWOT analysis, three
objectives considered achievable in one year have been set: achieve a total sales level of
1,911,247€, which is a 15% higher than the latest available data, maintain MKM’s customer
satisfaction by a 90% and increase knowledge about MKM by an increase of a 50% of the
visits to its webpage and social network interactions.
Then, having these objectives in mind, the portfolio, segmentation, positioning and
functional strategies have been chosen. Finally, six actions to be done have been set
(organizing showrooms, sending monthly newsletters, increasing presence in social
networks, developing a Google AdWords campaign, hiring a new marketing assistant and
sending customer questionnaires).
After that, an estimation of the budget is offered, showing that with a low marketing
budget, great actions can be done and affect positively to the company. And finally, some
control mechanisms are proposed such as Google Analytics, control tools that Google
AdWords has itself, sending questionnaires to the customer database and analysing
different parameters such as the sales level or the number of connections in social
networks before, during and after the Marketing Plan, in order to measure if the Marketing
Plan has allowed the company to achieve the proposed objectives. [--]
Materias
Marketing plan,
MKM,
Graphic industry,
Marketing strategies
Titulación
Enpresen Administrazio eta Zuzendaritzan Nazioarteko Graduatua / Ekonomian Nazioarteko Graduatua Nafarroako Unibertsitate Publikoan /
Graduado o Graduada Internacional en Administración y Dirección de Empresas / Graduado o Graduada Internacional en Economía por la Universidad Pública de Navarra