Marketing plan Vicente Flors wine cellar
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Metadata
Title
Marketing plan Vicente Flors wine cellarAuthor (s)
Tutor/Supervisor; University.Department
Vallet Bellmunt, Antonio José; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingDate
2017-07-12Publisher
Universitat Jaume IAbstract
The objective of this work is to describe and analyze briefly the wine sector, as well as to
analyze the evolution of this sector in order to finally make a more concrete and adequate
study to the Bodega Flors located ... [+]
The objective of this work is to describe and analyze briefly the wine sector, as well as to
analyze the evolution of this sector in order to finally make a more concrete and adequate
study to the Bodega Flors located in les Useres province of Castellón.
The work is structured in six parts. The first part refers to the internal sector. This part is
structured through an Introduction of the origins of the wine, followed by the history of the
Bodega Flors, detailing what has been its evolution and in what current situation it is.
As for the second part of the project, it refers to the external sector. It highlights what has
been the effect of Porter's five competitive forces on the wine sector and what has been the
result on the PESTEL analysis. In this part we can highlight the high competitive level that
exists in this sector, due to the little possibility of differentiation that exists and the threats of
substitute products. It would also be important to emphasize the barriers of entry that exist in
this sector such as the bargaining power of customers and suppliers being these moderated
due to a fragmented market.
With regard to the third part, we have already entered the DAFO analysis. It highlights the
current situation of Bodega Flors through its weaknesses, threats, strengths and
opportunities.
The fourth and fifth parts refer to the objectives and strategies that Vicente Flors sets and
applies in order to achieve its objectives in the most efficient and effective possible way.
Finally, the project ends with the analysis of the marketing mix where it highlights the four
key factors of a marketing plan. In this point a series of proposals have been carried out in
order to improve the current situation of Bodega Flors in order to achieve greater visibility,
increase brand image and promote communication. To achieve this, I believe that among
these proposals the most attractive and that has been carried out has been the development
of a website for the Vicente Flors Bodega. [-]
Subject
Description
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs acadèmic: 2016/2017
Type
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