Marketing plan development Castelló Beer Factory
Metadatos
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comunitat-uji-handle2:10234/71324
comunitat-uji-handle3:10234/97525
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Título
Marketing plan development Castelló Beer FactoryAutoría
Tutor/Supervisor; Universidad.Departamento
Monferrer Tirado, Diego; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2020-06-09Editor
Universitat Jaume IResumen
In the present time, it is known that there has been a social change in terms of a greater
concern for the products we eat. This has led to a significant growth in the demand for
artisanal beers, due to the fact ... [+]
In the present time, it is known that there has been a social change in terms of a greater
concern for the products we eat. This has led to a significant growth in the demand for
artisanal beers, due to the fact that these have natural components and a tiny amount of
chemical ingredients.
For this reason, the marketing plan of the artisanal brewer Castellón Beer Factory is
presented in this report, with the aim of making the company more structured and
competitive and achieving better customer satisfaction by taking advantage of new
business opportunities.
Immediately after carrying out the analysis of the macro and micro environment that
surrounds us, detailing the resources and distinctive capabilities of our organization and
carefully analyzing the beer market, the setting of objectives, strategies and the plan of
actions relating to the four variables of the marketing mix (product, price, place and
promotion) will be carried out.
Bearing in mind that this is a relatively emerging and growing sector, our strategies are
designed to differentiate us from our competitors and to achieve greater brand
awareness at the provincial, regional and even national level. We also aim to improve
the quality and variety of our products.
By virtue of this, we have adopted a series of actions that include the launch of new
product lines, an increase in production capacity, modification of the distribution and
loyalty system and the implementation of a series of campaigns and promotional
activities with the aim of increasing the knowledge and appreciation of our brand.
Likewise, the establishment of a schedule of actions will allow us to know the time frame
and dates of the actions within a time horizon. Finally, setting a budget and a control
system for the actions proposed will allow us to guarantee that the objectives, provided
they are economically viable and do not involve a significant debt for the company, are
being carried out within the established time frame and to correct any deviations in time.
In short, and despite being a small company, we intend to make a great commitment and
investment in this marketing plan to reduce the weak points and enhance the strong
points of the brand. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2019/2020
Tipo de documento
info:eu-repo/semantics/bachelorThesisDerechos de acceso
info:eu-repo/semantics/openAccess