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Title: Plan de marketing para una joven empersa textil: EILIEE
Author: Benavent Lamoncha, Carla
Ammetller, Gisela  
Prado Prieto, Miguel Ángel
Abstract: In this Final Degree Project, the different phases of the Marketing Plan of the company EILIEE (VERTIVENT SL) are detailed, designed to respond to the need to obtain a certain position so that the young company begins to obtain a place in the market, as well as to achieve and retain customers. Since its inception, the company has remained firm in its idea of offering sophisticated and quality products at the best possible price, trying to satisfy its target audience with good customer service and a small but promising collection in keeping with the tastes and needs of the clients. EILIEE has an exclusively online store, where it presents a collection of elegant and delicate pajamas along with another collection of underwear and lingerie. Among the advantages offered by the company we find fast shipping and optimal returns so that users feel safe with their purchases. This work begins with a brief presentation of the company together with an analysis and diagnosis of the situation, followed by an external analysis where the characteristics of the microenvironment and macro-environment of the same are studied in order to know the factors that may affect the decisions taken. Specifically, microenvironmental factors are defined as those that the company cannot control and that have a direct influence on the relationship established between it and its consumers. To carry out the analysis of the EILIEE micro-environment, the competition, suppliers and intermediaries or distributors will be taken into account. On the other hand, in the macro-environment, those factors constituted by external forces that are not controllable by the company and that have the capacity to seriously affect the needs and preferences of consumers are studied, being the six key factors: political, social, economic , technological, environmental and legal. Next, in this marketing plan, a study of the internal analysis and a diagnosis of the situation will be carried out, comprised of a SWOT analysis (Weaknesses, Threats, Strengths and Opportunities) and a CAME analysis. Once this analysis has been carried out, the marketing objectives are set together with the elaboration of the corresponding strategies, taking into account the characteristics of the target audience and the objectives of the company. Among the marketing strategies we find the strategy to obtain competitive advantages, the growth strategy, the corporate strategy, the innovation strategy and the segmentation and positioning strategy. In addition, the marketing plan will also reflect the implementation of the marketing mix for these strategies taking into account multiple factors. In order to specify the plan, a distribution of actions, responsibilities and timing will be carried out to obtain the proposed objectives together with an economic-financial plan approach and their respective control and correction plans if necessary.
Keywords: target audience
marketing strategies
Type: info:eu-repo/semantics/bachelorThesis
Issue Date: 30-Jan-2023
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Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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