The multifaceted role of marketing : from competitor analysis to user documentation. The case of BTicino

The marketing function seeks the achievement of a company’s objectives through a continuous focus on providing value to its customers. In order to fulfill this goal, marketing makes use of different methods and instruments, concentrating not only in the customer and the organization, but in the environment in which it operates, including the competitors. The purpose of this project is to present the results of the work performed during a 6 months period internship in BTicino, that illustrates the variety of tasks the marketing function is engaged with: from studying the competition, to monitoring pricing strategies, and elaborating user support documentation. To carry out such activities company and competitors’ data and documents were reviewed, training courses and meetings were attended, interviews and analyses were performed. As multiple the activities were, such were the outcomes: an insight on the competitors’ strategies and some initiatives for challenging their position, the finding of an inadequate pricing policy, the elaboration of comprehensive and straightforward manuals and brochures for the user, the correction of company documentation, to name a few. All these in support of the pursuit of the company’s objectives. The present document starts with an overview of the project’s objectives, information regarding some relevant marketing topics, and a brief introduction of the company, its structure and products. Following, it describes the activities carried out with a respective discussion of the results achieved. Finally, some conclusions and recommendations are given to support the further improvement of the company’s performance.