The Plan is a comprehensive programme for the trade's competitive improvement, adequated to the characteristics of the municipality bearing in mind its specific necessities
The Regional Minister for Economy and Finance, Joaquín García, the Director General for Commerce and Business, Lourdes Cardona, and the President of the IFOC, Esperanza Catalá, presented yesterday afternoon at the Town Hall the Commercial Dinamization Plan "Calvià is shopping!! An experience".
The Plan is a comprehensive programme for the trade's competitive improvement, adequated to the characteristics of the municipality bearing in mind its specific necessities. After the meeting among the Regional Ministry for Economy and Finance, the IDI's technical experts, the municipal technical experts and the merchant associations, a DAFO of Calvià (report of the weaknesses, strengths, threats and opportunities) was elaborated.
The Regional Minister Joaquín García highlighted that what is expected with this Plan is to articulate an Open Commercial Centre of quality, close and competitive, strengthening the proximity between the business and the client, in a clear bet and support to the medium and small businesses of our Community.
The Director General for Commerce and Business, Lourdes Cardona, highlighted that the municipalities Commercial Dinamization Plan is developing from the beginning of the legislature under the coordination of the Directorate General of Commerce and Business, with the aim of consolidating a main commercial link in the municipalities and enhance and boost the historic centre from the tourist point of view.
For Esperanza Catalá this is a great opportunity, a plan designed exclusively for the businessmen, to whom she thanked their implication and added that she expects and wishes that all the businesses of the municipality would take the example.
The IDI, in collaboration with the Town Hall suggests the field of action. In the case of Calvià, they have in mind that it is divided in various areas, each of them with a particular commercial fabric. Therefore, a first focalization of the actions is decided for the areas of Santa Ponça, Palma Nova, Magalluf and Peguera.
According to the DAFO's analysis, the technical experts of the Regional Ministry of Economy and Finance elaborate a mental map and some strategic lines of action. In this case, they have established six. The first of them is the competitive image of the businesses, which encompasses the design of interiors, shop windows, exteriors and the graphic design. The second one is the commercial image of the municipality, which entails the collective brand of the area, the embellishment of the commercial streets and the elaboration of a tactic. The third is the business internal management, which implies the implementation of new technologies, the promotion of quality, the elaboration of an internal commercial strategy and the definition of the product. The fourth strategic line is the urban advice, which entails the creation of a commercial circuit, the signage to locate the businesses and the creation of a leisure and complementary offer. The promotion of the commercial cooperation and the advice on commercial regulations are the two last strategic lines of action.
In the case of the Commercial Dinamization Plan of Calvià, it is to be highlighted that for the first time, and because of the type of its businesses, the “Souvenir LAB” will take place, a specific workshop to define the direction of the aesthetic and the design of the souvenirs; let know of the importance of both, the design and the visual merchandising in order to become more competitive; as well as give the businessemen the chance to know the designer's work. A guide of the good practice with advice on design for souvenirs will be elaborated with the conclusions of this workshop.
On the other hand, formative courses are offered for merchants such as, "The trade's new technologies", "Basic techniques for shop windows", "Visual Merchandising and the businesse's aesthetics", "Communication at the point of sale", "Trade's marketing, internal management course", "Commercial Financing and Regulation", and the mentioned "Souvenir LAB", amongst others.
Coinciding with the “Triatlón Challenge Paguera” which will be held in October 2014, the Calvià Town Hall together with the IDI will hold a shop window dressing contest "Swim, Bike & Run for shopping!"