Marketing plan of Forn de pa "La Gaiata"

Abstract

Forn la Gaiata is a small company, located on Castellón province dedicated to the Production and Distribution of Bread, pastry and cake products through its five product lines. These are products made under the values of Tradition, Quality and Passion for work with first class quality raw materials. In this marketing plan on one side its been done an internal analysis where Forn la Gaiata is studied through this analysis we have known the resources and capabilities of the company as well as its main actions about the different variables of the marketing mix. On another side, an external analysis has been made where we have studied the macro and micro factors of the environment that affect this company. Also an analysis is done of its main competitors focusing on its different actions about product, price, communication and distribution. On another hand an analysis of consumers is made where we can see a change in the consumer habits and also the purchase habits, with a major presence of frozen breads and a rising trend in the supermarket purchases. After this analysis we have identified the different sections to which the company is aimed to. Lastly, we have proposed seven objectives in which one stands out and this is increasing the sales in 5% in their own bakeries and also increasing sales in 8% in company´s clients, as well as an increase of 20% of the visibility on Castellón Province. Finally, to reach this objectives we have proposed 14 actions that have an associated budget of 42.670€ as well as a temporary line where we specify in which moments of 2018 and 2019 these actions will take place. Lastly we specify the different ways of measuring the achievements of the objectives and who will be the right person in charge of controlling this achievement.