Marketing plan of bodegas Murviedro S.A.
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TitleMarketing plan of bodegas Murviedro S.A.
Tutor/SupervisorVicent Ballester, María del Carmen
Tutor/Supervisor; University.DepartmentUniversitat Jaume I. Departament d'Administració d'Empreses i Màrqueting
PublisherUniversitat Jaume I
Murviedro is a Spanish company founded in 1927 as the Spanish subsidiary of the Schenk group; its facilities are located in Valencia, Requena. Is a company that combines tradition with leading technology, producing ... [+]
Murviedro is a Spanish company founded in 1927 as the Spanish subsidiary of the Schenk group; its facilities are located in Valencia, Requena. Is a company that combines tradition with leading technology, producing quality wines from the Denominations of Origin Valencia, Utiel-Requena, Alicante, Rueda, wines from Castilla lands and Cava. If we look at its surroundings we can summarize it in this: on the one hand there is boom of wine export thanks to the decrease of the prices of the land and consequently of the wine. It is also important to highlight the boom of the wine culture and its tradition and the facilities that new technologies have contributed to the improvement of its quality, production and promotion. But on the other hand there are also negative things affecting this market, on the one hand the crisis in which the country is submerged since 2008, then there is the climatic change which affects the growth of the vine decreasing its quality and making its production more difficult, and finally there is too the fact oh the high amount of competitors that are in this market. Murviedro’s products are characterized by their wide variety of wines and how they adapt to the different tastes of the market, through different families with personalities and values attached to that family, in addition to the different types of denominations of origin that offer Where to choose. All this at a low price and with excellent quality. In this marketing plan has been analysed the internal and external environment of the wine sector, and its position within the market. We have described and analysed the marketing resources with which the company counts and the strategies that follow the different agents of the market and how the company adapts to them. But since the market is in constant change and the performance of the company can always be improved, there have been set in this plan some goals to meet, which are in general terms to improve sales, benefits, relationships with our customers and their satisfaction. Therefore a plan of action is made with a series of proposals to be followed by the company to achieve these objectives. Finally a table has been made fixing the time of said actions and described ways of controlling the effectiveness of said actions. [-]
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs acadèmic 2016-2017