Manifiesto Company: A Comprehensive SWOT and Marketing Strategy Report

This report provides a comprehensive analysis of Manifiesto Company, a marketing and advertising firm with locations in Barcelona, Madrid, and Mexico. The report begins with an overview of the company, its founding in 2004, its core values, and its unique selling proposition of teamwork. A detailed SWOT analysis is then presented, examining the company's internal strengths and weaknesses, as well as external opportunities and threats, including competition, technological advancements, and market changes. The report further explores Manifiesto's marketing strategies, emphasizing digital and online marketing campaigns, website design, segmentation, targeting, and positioning. The segmentation focuses on customer preferences, targeting those interested in web design and advertising, and positioning the company as a provider of online and offline services. The analysis concludes that Manifiesto employs effective strategies to gain a competitive advantage in the advertising market, while also acknowledging the threats posed by competitors and technological advancements.

Running head: PROFESSIONAL AND DEVELOPMENT
Professional and Development
Name of the Student
Name of the University
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Overview of Manifiesto Company
Manifiesto Company is a marketing and advertising company that is situated in
three places namely Barcelona, Madrid and Mexico. The number of employees who are
working with Manifiesto organization is around 50 employees and the company was founded
in the year 2004 (Manifiesto, 2017). The company’s headquarter is situated in Barcelona
(Spain) and the respective company is a private company.
The USP of the respective company is that the employees who work together in the
company work as a team and the teamwork is the unique factor that is seen in the company.
The Chief Executive Officer of Manifiesto Company is Sergio Palomino and the managing
director is Jesus Ovejero. The main motto of the company is that the good idea along with
the ones that works the best shines the most as well. The attitude of the employees in
Manifiesto is transparent as well as responsible in nature and this helps them in achieving the
goals in the company as well. The respective company is one of the largest advertising and
marketing companies and they provide their clients with top services as well.
SWOT Analysis
Manifiesto Company is marketing and advertising based company that is based in
Spain, Barcelona. The respective company has some internal strengths and weaknesses along
with external opportunities and threats as well. The respective company has to properly
analyze the different issues that are faced by them along with the threats that have to be
analyzed properly. This will help the company in improving on their weaknesses and be on
the top charts with the other advertising companies in Barcelona.
Manifiesto Company needs to analyze external environment carefully as this will help
them in gaining proper knowledge about the competitors and this will help the company in

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becoming more cautious about the threats and performing better with the proper advancement
in the technology as well. There are different competitors in the market for Manifiesto
Company and there are different threats and weaknesses as well that can be avoided with the
proper implementation of different technological advancements and other strategies as well.
Strengths
International management of brand along with local understanding
The respective company is number one in comparison with other brands (pioneer)
The company helps in managing the talents and absorb them wherein they are better
than the competitors in the competitive market (Perreault Jr, Cannon and McCarthy
2013)
Proper and clear positioning of the brand in the field of advertising and marketing that
is good in nature
Weaknesses
The respective brand has less popularity and there are customers who are not aware
about the particular brand
There is no such history about the respective brand as there is no such upgradation in
technology
There is limited resources while other agencies or advertising agencies are having lot
of other global resources
Opportunities
The respective company is a growing industry
This has helped in increasing the consumerism

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The respective company is using different social trends that are new in nature
The respective company is developing new concepts relating to different kind of
advertisements
There is proper development of infrastructure of the company
Threats
There is huge competition from multinational as well as other local advertisement
agencies (Grant 2016)
There will be growth in the new competitors in the market
The respective company can face changes in the demand of the customers in the
market
There is high competition in the entire industry from other companies and they have
huge recognition of brand as well
There are other substitutes in the market that are dealing with providing same kind of
service and they are dealing with less advertisement costs as well
Regulatory risks as well as licensing fees are included
Government policies, rules and procedures is complex in nature
Lack of the quality content is the major concern in this competitive market of
advertising and marketing (House and Street 2016)
With such advancement in the technology, the respective media company named
Manifiesto Company is facing uncertainty about their success in the marketplace
Violation of the intellectual copyright can be a major threat to the Manifiesto
Advertisement company (Dangelico and Vocalelli 2017)

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Figure 1: SWOT Analysis
(Source: Created by author)
Marketing Strategy of Manifiesto Company
Proper marketing strategy is essential in nature for different companies as this will
help in attracting more customers and this will help them being more competitive in nature as
well (Goworek and McGoldrick 2015). There are different kinds of marketing strategies that
can be used by the companies such as interactive marketing, digital marketing or online
marketing that can help them in gaining proper competitive advantage (Menon et al. 2015).
The marketing strategy that is used by the Manifiesto Company is unique and this will
help them in attracting customers as well (Lusch and Vargo 2014). Since the Manifiesto is an
advertisement and marketing company, their main motive has to be creative and unique in
nature as this will help them in gaining proper competitive advantage as well. The strategies
of marketing used by Manifiesto are as follows:
StrengthsInternationalmanagementofbrandHelpsinmanagingthetalentsItisnumberoneamongtheothercompetitorsWeaknessesNosuchtechnologicaladvancementsLimitedresourcesNosuchhistoryofbrandasthereisnoupgradationintechnologyOpportunitiesItisgrowinginnatureIthelpsinincreasingconsumerismThereisproperdevelopmentofthetechnologyThreatsHugecompetitionfromothermultinationalandlocalcompaniesGrowthofnewcompetitorsViolationoftheintellectualpropertyandcopyrights

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The strategy that is used by Manifiesto is digital marketing and online marketing
campaign as this helped them in explaining the different techniques of marketing as this
helped them in selling their services or product to their target customers (Baker 2014). As
Manifiesto is an advertising and marketing company, the main motive of the company is to
conduct the business activities with the help of creating proper websites in order to provide
proper offerings to the clients sometimes in the form of promotions as well. The respective
company named Manifiesto has to create different initiatives as this will help them in making
easy for the customers to locate their business and this will help them in attracting customers
as well in the competitive market (Kim 2014).
Manifiesto Company has developed a proper marketing strategy that includes proper
segmentation, targeting as well as positioning of the services in the market that is unique and
different from the other advertisement companies in the competitive market. The
segmentation, targeting as well as positioning of the Manifiesto Company has been done on
their profile, integration, design of the website of the company along with proper
collaboration as well (Hollensen 2015). Manifiesto Company has properly designed their
website wherein the design is simple and elegant in nature and this helped them in gaining
competitive advantage. Similarly, the target customers of the respective company is the ones
who are having their own business or they are having web design companies will be really
attracted to Manifiesto Company as they provide the best services and they are the ones who
have unique patterns of selling of services to their customers as well. The digital strategy that
is used by them is different from other competitive markets.
Manifiesto Company has developed a proper mobile application that has helped the
customers in designing, development of the different ideas for their websites as well. Proper
advertisements are given on the websites as this helped them in optimizing the conversion
between the target customers.

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Segmentation of Manifiesto Company
The segmentation of the respective company is done on the basis of the preferences of
the customers. The target customers of Manifiesto Company are the ones who are associated
with web designing or opening new stores as well. The main goal of the respective company
is to satisfy the customers and there are many competitors in the market as well. The main
segmentation is for:
For age group 25-45
For the ones who are interested in opening new stores or want proper
designing of their web pages and advertisements
The price of the different advertisements are reasonable in comparison with
the competitors in the market (Armstrong et al. 2015)
Positioning of Manifiesto Company
The target customers are the ones who are interested in web designing and advertising
their new products with the help of Manifiesto Company. The company is offering their
services through online as well as offline mode as this will help in making the customers
convenient about the usage of the services.
Targeting of Manifiesto Company
The target customers are the customers who are opening the new shops and are in
need for advertisements for their promotional events. The targeting helps in gaining proper
competitive advantage among the other competitors in the market.

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Figure 2: STP of Manifiesto Company
(Source: Created by author)
The online marketing and digital marketing is the best technique that is used by
Manifiesto Company and this helps them in gaining proper competitive advantage. The other
competitors in the market are having few weaknesses that are helping Manifiesto in attracting
more customers with their unique selling strategies of the different services.
Therefore, it can be inferred that Manifiesto Advertising and Marketing Company is
one of the most affluent advertising companies in the competitive market. The technique or
the strategy of marketing that is used by them is different from other competitors and this
helps them in gaining proper competitive advantage as well. However, there are different
threats from the competitors that can be resolved with the proper implementation of
technology in their techniques of selling their services to the customers who are the target
customers of Manifiesto Company.
TargetingPositioning

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References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Dangelico, R.M. and Vocalelli, D., 2017. “Green Marketing”: An analysis of definitions,
strategy steps, and tools through a systematic review of the literature. Journal of Cleaner
Production, 165, pp.1263-1279.
Goworek, H. and McGoldrick, P., 2015. Retail marketing management: Principles and
practice. Pearson Higher Ed.
Grant, R.M., 2016. Contemporary Strategy Analysis Text Only. John Wiley & Sons.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
House, R. and Street, L.R., 2016. CULTURAL MARKETING STRATEGY.
Kim, W., 2014. A study on store-mobile-internet (SMI) omni marketing strategy: Analysis on
user experience and selective behavior of fashion consumers (Unpublished master’s
thesis). Chung-Ang University: Seoul, Korea.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Manifiesto. (2017). Manifiesto · Advertising Agency · Barcelona and Madrid · Home.
[online] Available at: http://manifiesto.biz/en [Accessed 16 Nov. 2017].

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Menon, A., Bharadwaj, S.G., Adidam, P.T. and Edison, S.W., 2015. Effective Marketing
Strategy-Making: Antecedents and Consequences. In Proceedings of the 1997 Academy of
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