A marketing plan for Oqtopus in the Spanish market

Abstract

This is an academic work developed in the context of the Master Degree in Management lectured by the Nova School of Business and Economics. One of the goals of this work project was to apply some of the business and marketing concepts acquired during the master’s academic year. Within the Market Technology Transfers’ Field Lab, this thesis was an opportunity to simulate the real-life working environment in a company. To achieve this outcome I tried to put myself in the shoes of a Marketing Director that has to make a decision in what concerns to the brands or products he/she has under his/her responsibility. In this particular case, my mission for this work project was to develop a marketing plan for Oqtopus, one of Displax’s multi-touch products, for the Spanish market. In this sense, I will start with a brief presentation of Displax and it’s business, followed by the analysis of the macro and microenvironment of the company and the multitouch industry. Thereafter, I will introduce the strategic triangle and the marketing plan for Oqtopus. Finally, my research and study about the multi-touch industry, as well as the knowledge I achieved regarding Displax business due to the several contacts established through these months with Edigma/Displax Marketing Officer Pedro Fernandes, led me to include in this work my own considerations about what I consider relevant for Displax to carry on with its ambitious plan of growth, in a marketing context.