You will learn about the marketing strategies they used and the system that led them to financial success and stable positioning in the market.
General information about the company: mission, vision, target audience
Mission: Falabella seeks to satisfy the needs of the family, improving the quality of life with a good shopping experience that optimally combines products, services, environment and coexistence, delivering all of this into which it converts all of its top quality products.
Vision: To be the best valued and recognized sales company worldwide in design, and to contribute to improving the quality of life of its clients in each of the communities they enter.
Target Audience:
The target segment ranges from 13 to 65 years of age, both for women and men. In addition, these vary according to the different products they offer.
Falabella's marketing plan
Marketing objectives
Falabella's objectives are aimed at satisfying all consumer needs.
Offering quality products that meet these needs and that customers can afford.
Falabella develops marketing strategies and objectives oriented to the Client or Consumer, which is why it stands out from its direct competition and is considered the best-valued sales company in Chile and on the rise in Latin America.
Below we will mention the Specific Objectives:
Improve the quality of service list of tonga consumer email through constant training of workers.
Deliver very good quality products to customers.
Set prices in line with the market.
Commit to corporate social responsibility.
Have a number of promotions and cross-selling.
digital marketing plan
SWOT Analysis
Below you will see the factors that Falabella takes into account when putting together its business SWOT analysis.
Internal (your resources)
Strengths
Among its main strengths are:
1. Modern infrastructure.
2. Modern technology.
3. Trained personnel.
4. Location and strategic alliances.
5. Geographic expansion.
6. Sales growth.
7. CMR card banking service.
8. Own brands.
Weaknesses
1. Lack of personalized attention, in this Falabella seeks to solve and train its workers to be able to attend to each client personally and help them resolve their concerns and needs.
2. Products with high prices.
3. Lack of professionalism of the replenishers, with this Falabella mentions that all aspects of warranty and replacement of a damaged product or one with some deficiency still need to be resolved.
4. High interest rate.
5. Delay in arrival of supplies.
External (market, competition, etc.)
Opportunities
Among the opportunities it offers are:
1. Enter new markets.
2. Growing demand for products.
3. FTAs signed by the government.
4. Consolidated brands.
5. Growth of the consumer sector.
6. Growth in consumer and commercial credit.
7. Economic growth within the country.
8. Rise of shopping centers with small stores that generate greater customer traffic.
9. Growth of the economy.
10. Growth of private investment.
Threats
1. Entry of new competitors – higher quality national products.
2. Possibility of the government increasing taxes.
3. Economic crisis.
Falabella's marketing mix
We will explain to you about the marketing mix.
Marketing mix: product policy and product attributes.
You must take into account the 4p's of marketing : product, price, place, promotion.
Product:
Decide the category of products you will offer:
Men- Perfumery, footwear, Children, Youth corner, household appliances
Home – Sports – Clothing.
