Marketing plan of the company MKM Comercial, S.L.

Abstract

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.