Macsa Case Study Marketing

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Macsa has been established in 1983. Ever since, the company has been successful on a domestic, as well as, an international level. Macsa is a company specialized in the design, development, manufacturing, and delivery of coding and marking lasers. Since 1990, Macsa has continued to invest eight percent of its revenues in research and development each year; therefore, it was able to develop its own laser technology. Nowadays, it has laser marking systems, laser coding systems, laser scoring, perforating and cutting systems, and several laser accessories. Macsa divides their numerous products into two main sectors. First, the sector for manufacturers of packaged goods, to which Macsa sells coding lasers, such as pharmaceuticals, food and beverages,…show more content…
Due to its yearly investment in research and development, Macsa has been able to acquire twenty-seven worldwide patents (Macsa ID S.A. YouTube, 2015). Consequently, Macsa has shown to always be innovative and to provide the best solution for each separate market. It continuously tries to contribute to the quality of life everywhere in the world. This is also what they want to communicate to its customers using different channels. Macsa mainly communicates through its customer service, as well as, via different social media channels, including Facebook, LinkedIn, and YouTube. Especially on the latter, much useful information and visual content can be found on the different products Macsa offers. How does the laser work? What are the benefits of using this technique? And what can the laser be used for? When looking at offline communication, one can address the importance of trade fairs for a company like Macsa. Trade fairs are a very useful tool for a company to showcase new product development, meet industry partners, examine recent market trends, and to win new customers. For example, between November 4th and 10th, 2017, Macsa can be found at Interpack in Düsseldorf, Germany. Interpack is the most important trade fairs for the packaging industry. Macsa will introduce its SPA lasers, which decrease waste and are able to grow with new production needs (Macsa ID, sd). As one can see, this multinational is committed to keep on being innovative and communicate this to the world. Additionally, Corporate Social Responsibility (CSR) is also essential to Macsa. In the past years, the company has offered scholarships to students in Spain to ensure the education of talented young professionals. Moreover, Macsa has established several micro credits for new businesses in order to develop themselves. Maintaining a strong reputation can also considered to be one of

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