Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2019/2020Driven by subjects related to Marketing among which are 'Market Research', 'Operational
Marketing' and especially 'Fundamentals of Marketing', and thanks to the support of my
tutor, I have decided to make this marketing plan due to my interest in this subject.
Firstly, I would like to clarify that although I have carried out the research on the company
in its entirety, the objectives, strategies and actions of this particular marketing plan are
based on the final customers, as the company has decided. The decisive power of the
company is due to the close relationship I have with it, as it is my family business.
On the other hand, I would like to mention that given the present uncertainty about when
and how the situation will return to normal, this work has been developed before being
aware of the socio-economic effects caused by the current pandemic virus COVID-19 and
therefore is designed for a context in which such effects are omitted. However, after
completing it I can confirm that taking into account the period in which the actions
developed are expected to be applied, in most cases a normal course could be followed,
although in an adapted version to this new reality.
Once these two aspects have been clarified, 'Ferreteria Salvia S.L.', with more than 70
years of experience, is one of the model companies dedicated to the DIY (do it yourself)
sector in the province of Castellón. Throughout the years it has also been introduced in
the ceramic and agricultural sectors becoming also an industrial supplier as it is located in
the heart of the ceramic triangle.
This company is currently in a situation of adaptation to a changing environment in both
economic and social aspects. Competing next to great leaders of the sector it tries to offer
products and services of quality that exceed the expectations of the consumers.
Through this project I have been able to get to know the company in depth internally and
its environment by searching relevant information that has allowed me to carry out the
appropriate analyses to determine the company's situation in the market in a broadest
sense. All this has helped me to draw conclusions about the appropriate strategies to
carry out the company's main objective: to increase its visibility
