Marketing Plan for a Scuba Diving Company

Abstract

The aim of this bachelor’s thesis was to build up a marketing plan for Mar y Más Dive Centre, a scuba diving centre offering PADI certified diving instruction on the island of Fuerteventura, Spain. Being a small partnership business, the company had never created a structured marketing plan. The objectives were set by using first-hand information provided by the representatives of the company, and information from self-conducted research on the scuba diving industry – both online and in the research destination. The main purposes of the marketing plan were to increase the opportunities to gain visibility, to improve the company’s positioning in the market, and to provide the company with fresh ideas for its future business operations.

The author studied marketing and its different tools broadly to find out the most effective solutions based on the company’s current situation. The selected marketing tools have been considered to be suitable for a small company’s use in order to increase its sales and to develop its marketing actions. The final marketing plan can be found in the appendix of this thesis to respect the privacy of Mar y Más Dive Centre.

All of the actions described in the marketing plan have been planned based on the current situation and are subject to change due to varying marketing environment and conditions. It has been left for the decision makers of the company to choose which of the proposed marketing actions the company will use to improve its marketing in the future.