Communication plan: Art Tech99

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2020/2021In this final degree project in Business Administration, we are going to analyse the Art Tech99 company from a business and strategic point of view to a marketing point of view so that, finally, we develop a communication plan to achieve a series of previously marked objectives. We will begin the study introducing the company, its origins and activity. We will explain what the reason for its existence was and how the idea was carried out. We will then proceed to the analysis of its market, indicating its reference, relevant, and product-markets. We will study their types of clients, their profiles, and behaviours regarding the brand. Later, we will make a study of competitors, according to the levels of competition and characteristics. Then we will go on to analyse the segmentation and positioning of the company. We will carry out an analysis both internal and external to the company, detailing its strengths and weaknesses, and the opportunities and threats posed by the environment through a SWOT. Later, we will see what is the mission and vision of Art Tech99 and its general objectives. Finishing with the analysis of the situation of the company, we will do a more strategic analysis, defining which are the strategies carried out by the company and we will determine the 4Ps of the marketing mix. Once we get to the communication study, we will fully enter into its communication plan. We will divide this plan into different phases. First, we will define the main communication objectives in a smart way. By this we mean determining the purpose of the plan, the objectives we want to achieve. Having clear the objectives, we will go on to design the strategies, that is, how these objectives are going to be achieved and in what way. We will define each of the actions that will be carried out and how they will be executed, setting a budget. To keep track of the actions that will be carried out, we will determine a series of KPI’s that will indicate the results that we are obtaining with respect to some variables. And finally, we will draw up a contingency plan, that is, a correction plan if the results are different from those desired