Plan de Comunicación Bacchus Export: Empresa exportación de aceite a Canadá

Abstract

The present paper consists of Bacchus Export business plan, a Spanish company dedicated to export olive oil to Canada. The work is divided into four distinct sections: 1) Analysis and Description; 2) Target Audience; 3) Communication Plan Description; and 4) Implementation and Evaluation. The Analysis and Description section includes a detailed description of the organization, its history, philosophy and corporate identity, services offered, and current situation. In this first part it is also identified the environment at Socio-cultural, political-legal and economic levels. We have included a necessary approach to the context that determines the operation of the company and the olive sector: history, state of the sector in Spain and a description of the Canadian market and its legal framework. To end the first chapter, weaknesses, threats, strengths and opportunities that make up the company are detailed and described. The Target Audience section includes the description to whom the communication plan is addressed. We have distinguished two different targets: internal and external, and we also have taken into account a third group defined as interest group. The Communication Plan Description includes all that has to do with the communication plan itself. Here are described the particular tactics that Bacchus Export has designed in order to succeed in the Canadian market. Those actions have been build on these objectives: 1) Contribute to a better knowledge of the properties and advantages of olive oil, 2) Contribute to create a better image of Spanish olive oil, 3)Contribute to make Bacchus Export a business leader in the Canadian olive oil sector. Last, in the Implementation and Evaluation section we describe the actions and tools that will be mandatory to use in order to check the correct development of our plan.