Marketing plan of la Espadella hunting & Adventure

Abstract

La Espadella Hunting & Adventure is a company with over 30 years of experience specializing in organizing hunting trips, specifically for the Spanish ibex in the province of Castellón. The company has a private estate, hunting facilities and exclusive rural accommodation to develop commercial avtivity. La Espadella has a consolidated brand image thanks to the quality of the hunting trophies and services provided. The main clients of the company are national and European with a high purchasing power. If we look at the economic environment, hunting tourism is a true multisectorial dynamizer for the economy, since throughout its different phases, hunting is directly and indirectly linked to multiple sectors and activities that generate a significant economic impact and employment in the territory. Despite all these contributions, there is a false image and misconception about this activity. In this marketing plan, we have carried out an internal analysis to study the resources of La Espadella and an external analysis to study the situation of the environment and competitors, as well as to analyse the hunting market and consumer behaviour. Finally, we have established several objectives to achieve with this marketing plan, where we can highlight a diversification of the business, an improvement in communication and an improvement in the image of the hunting activity. To achieve the objectives, we have proposed six actions (adapted to the limited budget and philosophy of the company), both at service level with the creation of new tourism packages and at communication level with participation in conventions and improvements of the website. Finally, these actions have been allocated a budget and a timetable, indicating the start and duration of the actions. In addition, we have established monitoring guidelines to ensure the achievement of the objectives of this marketing plan.