Marketing plan a shopping and cultural Asian Center in Mallorca

Abstract

[eng] This thesis is a feasibility study of a marketing plan for a cultural and commercial Asian center in Mallorca. In this study, ‘Asia’ refers mainly to these three selected countries: China, Japan, and South Korea. There are many approaches to marketing plans, the present document will focus in key stages of a standard plan; analysis, objectives, strategies, tactics, and controls. Firstly, with the situational analysis of the market by analysing the micro and macro environment with the use of tools such as; COSMIC, PEST and SWOT Analysis.Then, setting the marketing objectives which will follow the SMART criteria, and will be classified by quantitative and qualitative objectives. Later, describing our target market, and converting the strategy into the marketing mix. Moreover, to ensure the implementation of the plan there will be controls established. Finally, there will be a feasibility study to know if the project would be possible and economically feasible. During this study, knowledge acquired from the tourism degree has been applied.