Marketing plan - Horbagon s.l

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2021/2022Horbagon S.L. is a company dedicated to the transport of goods by road, specifically, to the transport of all types of bulk goods. This company is located in Castellon and its main business is focused on offering its services to all interested clients both locally, nationally, and internationally. This organization has more than thirty years of experience in the sector and has always been characterized by offering a personalized service adapting to the needs of its customers respecting the environment as much as possible. From its beginnings to today, there have been major events that have sown uncertainty within the company and have had to make decisions to always take advantage of opportunities and try to become a leading company in the sector by exploiting the high demand, above all, from the tile sector produced in Castellon. Throughout this marketing plan, both the internal and external environments of the company have been analyzed. In the first place, the internal environment has been studied, where the mission, vision, and values have been described, in addition to analyzing all the resources that the company has available to know the strengths and weaknesses of the company. Secondly, an analysis of the external environment has been made, differentiating the macroenvironment from the microenvironment. Through the macroenvironment, we have analyzed factors that do not directly affect the activity of the company and through the microenvironment, we have focused on factors that constantly interact with the company. With all this, we have detected different opportunities and threats. With all this information, we have proposed 8 objectives to achieve in a period of one year. These objectives will be achieved through different marketing strategies, as well as the market penetration strategy to increase market share and profits, product development strategy and differentiation strategy to improve positioning and be able to stand out from the competition