Marketing plan of "Arroz la Fallera"
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TitleMarketing plan of "Arroz la Fallera"
Tutor/Supervisor; University.DepartmentTortosa-Edo, Vicent; Universitat Jaume I. Departament d'Administració d'Empreses i Màrqueting
PublisherUniversitat Jaume I
Arroz La Fallera is one of the best-known rice brands and it is the one that has the longest tradition among the rice sector. As a case in point, the Valencian company has become the leader brand in the Valencian ... [+]
Arroz La Fallera is one of the best-known rice brands and it is the one that has the longest tradition among the rice sector. As a case in point, the Valencian company has become the leader brand in the Valencian Community since it produces and commercializes extra quality rice and semi-finished broth which always come accompanied by a quality certificate. Arroz La Fallera is currently a part of the Ebro Foods, S.A. group -prior known as Ebro Puleva- which is the largest in the food sector in Spain as well as a world leader in the rice sector. When it comes to the more significant results of this marketing plan, it is important to bear in mind the fact that there has been an economical crisis that has changed the consumption habits of society due to the decrease of the purchasing power among the Spanish population. Society is also more and more concerned about health and more healthy products are being added to a regular diet. An internal analysis has been carried out in order to study the resources of Arroz La Fallera, whose financial solidity and whose products must be taken into account. As for the situation of the rice sector we could highlight the high competition given the high number of companies that it includes as well as the increase of rice from Asia. In addition, we have established several objectives as a reference to be achieved with this marketing plan, where we can highlight the increase in sales and internationalization of the company in France and Portugal along with the improvement of the website and the new release of the application and its connections to other applications. Also one of our main goals is to increase satisfaction and interaction with customers via online. Finally, after this analysis some specific action plans have been consequently created to improve the company’s maintenance and growth. Some of them are the production and sale of ecological rice and a longer rice or the collaboration in sport events such as marathons in the main Spanish cities. These action plans have been increased thanks to a budget and a time axis that sets the beginning and the end of these activities. Moreover, some guidelines have also been set to guarantee that these proposals are controlled in order to achieve the objectives that this marketing plan has. [-]
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs acadèmic: 2016/2017