Marketing plan of Huhtamaki
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Mostrar el registro completo del ítemcomunitat-uji-handle:10234/158176
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TFG-TFMMetadatos
Título
Marketing plan of HuhtamakiAutoría
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
Huhtamaki as a global market leader and an innovative brand bore fruit to the idea of
this marketing plan to be developed in the Spanish market which has a high degree of
opportunities and a low level of competition. ... [+]
Huhtamaki as a global market leader and an innovative brand bore fruit to the idea of
this marketing plan to be developed in the Spanish market which has a high degree of
opportunities and a low level of competition. Thus, Huhtamaki Spain S.L will administer
the following marketing plan as its own initiative to align its activities and objectives with
that of the parent company for the betterment of the community and the environment.
The marketing plan will commence as of the beginning of the third quarter of the year
2021 or 1.7.2021 and the last set marketing objective term ends 2.5 years after the
initial date.
This marketing plan follows the traditional structure and theoretical framework for its
development. The first section is the internal and external situation analysis of the
company in the Spanish market. Highlighting company resources and experience to
serve as a key factor when executing the marketing plan actions. Another key variable
is that of social and environmental awareness and the willingness as a company to do
the right thing while exploiting the company’s technological resources and sector
know-how.
In the following section of situational analysis the research concludes through the
different models the company’s strengths and weaknesses among other relevant
factors concerning the competitive factors. High importance is given to the threats the
company and sector in general faces discussing some possible outcomes and product
and market development opportunities. Note to the lector, this marketing plan has been
elaborated with extensive market research and analysis, limited to the sector specific
information available. In the absence of relevant data one of two things has taken
place. One, similar information of the Group has been presented with argumentative
explanations as to why it is relevant or, two, the author has proposed assumptions or
calculations with supportive reasoning.
The next part of this marketing plan, after the situation analysis and diagnosis is that of
identifying the target segment and subsequently the elected segmentation strategies to
be followed. The research of each section determines the outcome of the next section
making the point of a properly executed marketing plan. This means that everything is
based on prior research, analysis and the utilization of marketing tools, which is the
reason behind this chosen marketing plan structure.
The later sections set the objectives, strategies and marketing mix decisions based on
the previous analysis. These 5 established objectives will get the company closer to its
corporate goal, social responsibilities and finally its vision. The “how” these objectives
will be reached is by choosing the right strategy combinations and effective actions
implemented in a timely manner. These steps are explained and portrayed clearly at a
later stage of this marketing plan.
Concluding sections of this marketing plan is the presentation of the proposed budget,
timeline and lastly the control measures taken to guarantee the continuous control over
the course of the elaboration process of this marketing plan.
The Spanish company has been in business for decades and in some of the actions it
relies partly on the collaboration of the Group to guarantee best results of this
marketing plan. Additionally, being the market leader does not free Huhtamaki from
unexpected changes or complications which is why this is accounted for in the
budgeting. Huhtamaki Spain S.L seeks to position itself so that it is perceived as a
responsible company giving the stakeholders increasingly a chance to co-develop
business activities and give back to the community. [-]
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