Marketing plan of Lácteos els Masets

Abstract

The company “Lácteos Els Masets” is located in Torre d'en Besora, a small village in the mountains behind Castellon de la Plana. This company is a family business specializing in traditional care of the sheep, milk production, subsequent packaging and craftsmanship of dairy products such as junket, cheeses and yogurts. All of these products are manufactured to a high quality. After its opening, the company has been slowly improving thanks to it manager Pedro Escrich who has extensive experience in this sector. The main objective of this final work is to increase the use of marketing actions by the company and be able to increase its customer base getting new customers and keeping customers, which the company currently has, thereby increasing the brand awareness. For this during the final work, it has carried out an internal analysis of the company explaining their actual human, financial and marketing resources. In the marketing resources the 4Ps that the company has today have been explained. Subsequently it made an external analysis of the dairy sector. In this analysis we can see that the dairy sector has also been affected by the crisis that is currently affecting our country. Thirdly, it has realized a competitive analysis of the company “Lácteos els Masets”, analyzing both its competitors in the form of product as its competitors in product category, generic and on budget. This analysis has seen some of its main competitors are “Del niño quesos y postres” and “Granja Rinya”. In fourth place and after having made an internal, external and competitive analysis, it could develop a SWOT analysis of the company which are exposed the weaknesses, threats, strengths and opportunities, both they coming from inside and outside the company. After having analyzed the current situation in which the company “Lácteos Els Masets” is located have been established objectives that the company should achieve over the next year. These objectives will be useful to focus efforts and resources owned by the company which will be used principally to increase the customer base, sales and profit of the company. Then they have chosen appropriate marketing strategies in order to compete in the market and achieve those goals. Here we highlight the competitive strategy of the company is the quality differentiation. Finally, we have developed nine marketing activities along with them has also been developed a budget, a timetable and a control to measure whether the objectives are being properly carried out.