Marketing plan of The Fitzgerald
Metadatos
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Título
Marketing plan of The FitzgeraldAutoría
Tutor/Supervisor; Universidad.Departamento
Monferrer Tirado, Diego; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2021-06-16Editor
Universitat Jaume IResumen
The Fitzgerald Burger Company is a chain of restaurants that has been growing and
increasing its popularity in the Valencian community over the years since its founding.
Its fame is mainly due to the high quality ... [+]
The Fitzgerald Burger Company is a chain of restaurants that has been growing and
increasing its popularity in the Valencian community over the years since its founding.
Its fame is mainly due to the high quality of its burgers, its great customer service and
also for the original designs of its restaurants, which together make an unforgettable
experience for the customer and invites him to return.
In the following analysis, both the internal and external environment of The Fitzgerald
has been studied. Firstly, the internal environment has been analyzed, where the
mission, vision, and values of The Fitzgerald have been exposed and then, both the
resources and capabilities available have been analyzed to know the weaknesses and
strengths of the company.
Secondly, an analysis of the external environment was carried out, where the factors
affecting the company's activity were divided into two parts. On the one hand, the macroenvironment where we have focused on the elements that do not interact directly with
the company but have some influence and, on the other hand, the micro-environment
where we have focused on the agents that are closest to the company and that constantly
interact with The Fitzgerald. This has helped us to detect the threats and opportunities
that exist in the hospitality sector.
Once we knew where to go, we carried out market segmentation to find out who our
target audience is. Taking into account all this information we have presented 5
objectives to be achieved in a period of 1 year.
To meet the proposed objectives, 3 strategies have been implemented by The Fitzgerald
and from them, we have developed a total of 15 marketing actions to be carried out in a
year to achieve the established objectives. All these actions are accompanied by a
schedule and a budget, as well as a control plan, to know if they are deviating from the
expected results and be in time to make changes if necessary. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2020/2021
Tipo de documento
info:eu-repo/semantics/bachelorThesisDerechos de acceso
info:eu-repo/semantics/openAccess