Design of an administration and marketing plan for the creation of a sports brand oriented to tourist activities

Abstract

Behind the success of a marketing plan is a set of efforts and study by a great work team. An extensive analysis of the organization must be made, its micro and macro environment in order to see its opportunities, weaknesses, threats and strengths and based on them make an action plan. One of the main objectives of a marketing plan is the use of resources to attract and retain customers to the brand. To achieve this, strategies must be established from the 4P's of the market: Price, Product, Promotion and Point of sale. Once the strategies are established, an action plan must be devised within a set time. The La Sportiva brand is known for the exclusivity and quality of its products, as well as for always satisfying the needs and demands of its customers. The company is characterized by being familiar, however, it has all the technology and resources for innovation. Being a brand that has always been characterized by seeking to meet and satisfy the demands of its customers, it seeks to continue with the tradition taking an approach out of concern for their health. La Sportiva's potential market is made up of athletic people who mainly enjoy outdoor activities. Exposure to the sun is proven to cause damaging and detrimental effects on the skin and that is why it is proposed in the following work, a line of sportswear that provides the necessary protection against UV rays.