Marketing plan: frutas y verduras hermanos Medina

Abstract

Frutas y Verduras Hermanos Medina (FYVHM) is a family business founded in 1970, by Manuel Medina, currently the two sons Manolo and Emilio are owners of the firm and the ones leading it. They operate in five municipalities, L’Alcúdia de Crespins, where the head office is located, Canals, Vallada, Mogente and Ayora. The top aim of the firm is to satisfy the needs of their customers with products of quality to the best Price. We are in a sector that despite the crisis that is suffering in Spain, it does not affect too much the fruit and vegetables sector, for according to the analysed studies, Spanish people prefer in many occasions to consume fruit and vegetables to a slice of meat. This gives us hopes of growing in the future. According to the analysis that we have established for the present consumers of the firm it is cantered mainly on women of 40 years up to pensioners. As we will see we have suggested to the firm to concentrate its future efforts through organic products or social networks to capture the younger people, for these will be the consumers of the future. We will be able to see the opportunities and the threats that present the external environment and how the firm can benefit from the opportunities to grow, as well as the weaknesses and strengths that the firm has internally. After having analysed the present situation in which the firm is nowadays, we have presented to the organization a series of objectives right to its situation for the firm to be able to achieve them. Moreover, the different strategies have been analysed to improve the firm and so to achieve the objectives suggested. To end, we will see that we have defined 6 actions for the objectives to be reached. We have composed a table where it can be seen visually the objective which we will mention, the actions to be carried out to obtain this objective, the resources to be used, the indicators to find out if the objectives have been achieved, the goals, the people responsible whom will be in charge of making sure the objective will be reached and finally the starting and ending of the strategies. Furthermore, we have also analysed the control to be carried out in a specific way to know if the objectives will be reachable or not.