Samenvatting

Casamona International is a small real estate office located in Barcelona, Spain.
Casamona International is known for their offerings in the market as ‘’unique and
different’’. However, the company failed to attract Dutch customers and therefore this
marketing plan was written to attract new clients from the Netherlands to the Barcelona
area. Casamona International’s target group bases it is marketing strategies on couples
between the ages of 35 and 65 and also people who are recently divorced and are in
need of a second home in the Barcelona area.
The internal analysis will clarify the organization’s overall mission, organizational
structure, resources and offerings. The external analysis clarifies the market and
environmental analyses. Also, the real estate business in Spain has been in has always
been a very competitive business market. The top three businesses Casamona
considers, as major competitors are Lucas Fox, Engel & Völkers and Casc Antic. In order
to reach full potential it is important for Casamona International to maximize the use of
their strengths and opportunities so the company can minimize their weaknesses and be
prepared for possible threats.
For clear guidance to implement this marketing plan, it is important to keep the financial,
marketing and societal objectives in mind to achieve maximum turnover. In order to be
successful, Casamona International needs to focus on the following social media
platforms: Twitter, Facebook, YouTube and Pinterest. When focused on these four social
media the marketing department of Casamona Int. will be able to work more efficiently.
Furthermore, a new website with a better use of search engine optimization is an
essential tool to maximize the use of Casamona International’s online presence.
Furthermore, Casamona Int. should focus on properties outside Barcelona, give discounts
on agency fees and send out newsletters periodically. Also, Casamona Int. should
promote their image as an eco-friendly company on all of their online marketing strategies
for this will strengthen the brand image of Casamona International. Online advertising and
attending the International fair in the Netherlands are of key importance to attract more
Dutch customers directly. Lastly, to handle the ne