Marketing plan of bodegas Murviedro S.A.
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Title
Marketing plan of bodegas Murviedro S.A.Author (s)
Tutor/Supervisor
Vicent Ballester, María del CarmenTutor/Supervisor; University.Department
Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingDate
2017-06-14Publisher
Universitat Jaume IAbstract
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. [-]
Subject
Description
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs acadèmic 2016-2017
Type
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