Marketing plan of l'Avellà
Metadatos
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Título
Marketing plan of l'AvellàAutoría
Tutor/Supervisor; Universidad.Departamento
MONFERRER TIRADO, DIEGO; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2017-07-11Editor
Universitat Jaume IResumen
This work is part of the Tourism Excellence Plan for the Inter-Municipal Association of Catí, Culla,
Benassal and Ares del Maestrat launched by the Valencian Tourism Agency and the Diputación
de Castellón in 2017, ... [+]
This work is part of the Tourism Excellence Plan for the Inter-Municipal Association of Catí, Culla,
Benassal and Ares del Maestrat launched by the Valencian Tourism Agency and the Diputación
de Castellón in 2017, the objective of which is to improve the competitiveness of these tourist
destinations of the interior Castellon.
With the development of this Plan it is intended to enhance the value of the resources of these
municipalities, trying to maximize their attractiveness, as well as guaranteeing more and better
opportunities in each of these towns in the long term. This is an ambitious initiative that aims to
generate a quality tourist product in the area that allows municipalities to make a qualitative
leap in their activity, keeping tourism throughout the year, so that jobs are generated. In this
way, it is pursued a sustainable commitment to consolidate the population of the interior of the
region of Alto Maestrazgo.
More specifically, this project focuses on the town of Catí, and develops a Marketing Plan for
the facilities of the L'Avellà mineral water bottling plant. It analyses the near environment in
which its activity is located, as well as its main resources, with the goal of improving the current
profitability. Furthermore, this project pretends to turn the plant into a potential element of
tourist attraction that allows to know the natural resources and cultural aspects of this Historic
Artistic Place.
The first part of the project describes the internal analysis of the company and its environment,
covering both the factors of the macro – environment and other elements that influence more
directly the activity of the bottling plant.
Among the elements of the PESTEL analysis we highlight the political and social factors as the
most influential for the future of the company. On the one hand, the operation of the plant,
being the property of the City of Catí, has much dependence on government subsidies that could
boost business development and face more easily the expenses derived from ongoing activities.
On the other hand, we emphasize the changes in lifestyle habits and the importance of water
for health. Every year there is a positive evolution of bottled mineral water consumption by the
Spanish population. However, a relatively high percentage of people prefer tap water rather
than bottled water.
Due to the small size of the bottling plant and its almost zero market share, Porter's five forces
can exert a high degree of pressure on the company's operation. Above all, the rivalry and
concentration of the competitors in the territory of the Province and its consolidated position
in the market. It is also necessary to take into account the degree of influence of the substitute
products, since the mineral water is characterized by being a low differentiable product, reason
why Agua l'Avellà has to choose to differentiate against the competitors.
Among the most important rivals we highlight Agua Benassal, Agua Bejis and Agua Cortes
because of its territorial proximity and by its degree of influence in the Castellón market.
However, we have the opportunity to position the Agua l'Avellà brand from a different point of
view to that of competitors, which allows us to stand out the product to our target audience.
According to the results of the market study, we decided to direct the activity of the plant to
two macro–segments of the target audience, final consumers and organizational clients,
distinguishing 5 segments in total. On the other hand, each of these segments will have a
differentiated approach in terms of marketing actions in relation to the four Ps, since they have
characteristics that require specific treatment.
The main goal of the improvement of the Catí bottling plant operation is subdivided into a
number of more specific economic and marketing goals that allow a greater degree of control
during the period of the implementation of this Marketing Plan. These goals include the sales
improvement goals, the brand awareness increase goals and the distribution network
enrichment goals.
We have also made an action plan that consists of 21 marketing activities aimed at achieving the
established goals and improving the competitive position. It is anticipated a period of one year
starting from September of 2017 to carry out the proposed actions. In order to place ourselves
within the scope of the financial viability of this project, a hypothetical budget of 263.613,30 €
was established to carry out the actions, achieving 67.871,70 € of benefits. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau. Grau en Administració d'Empreses. Codi: AE1049. Curs acadèmic 2016/2017
Tipo de documento
info:eu-repo/semantics/bachelorThesisDerechos de acceso
info:eu-repo/semantics/openAccess
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