Plan de marketing para la empresa Skill S.R.L.

Abstract

In this work, the creation of the marketing plan for the company SKILL S.R.L. where different concepts of the marketing mix were applied in order to propose to management a new promotion for the sale of waterproof products such as coats, ponchos and outfits, as well as promoting string gloves with latex palm, which after an inventory analysis, it was possible to determine that their percentage of warehouse turnover was zero since for several years they had no movement. A market study was carried out, under the principles of marketing, described in the book "Marketing", eleventh version, written by Philip Kotler and Gary Armstong in 2007; This study, although it was limited by the pandemic caused by COVID-19, this did not prevent its development, on the contrary, it provided a new vision to determine the target market of the marketing plan. Through the market research carried out, the needs of the clients were determined, verifying that the raincoats are not an indispensable requirement of the market as are biosafety products such as respiratory or eye protection, however there are clients who require them, for which helped drive this marketing plan for these products. To conclude, an analysis of the biosphere of the company was carried out, examining the macro environment and the micro environment, the strengths, weaknesses, opportunities and threats also known as SWOT analysis. In addition, all the marketing mix strategies were designed, based on the analysis of the competition and the market, and finally the action structure, budget and control are proposed to management to start the project.

Keywords: Marketing, Marketing mix, SWOT, Liquidation, Covid-19, Stock, Strategy.