Marketing plan of Quesomentero Cheesebar
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Título
Marketing plan of Quesomentero CheesebarAutoría
Tutor/Supervisor; Universidad.Departamento
García Collado, María Ángeles; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2021-06-16Editor
Universitat Jaume IResumen
Quesomentero Cheesebar represents the world of cheese in the restaurant sector, with a
special way of transmitting its love and knowledge of cheese that sets it apart from other
cheese bars and cheese shops. All the ... [+]
Quesomentero Cheesebar represents the world of cheese in the restaurant sector, with a
special way of transmitting its love and knowledge of cheese that sets it apart from other
cheese bars and cheese shops. All the products on offer are of the highest quality, with more
than 120 artisan cheeses from all over the world.
The Covid-19 pandemic has had many consequences, such as economic downturn and
huge job losses, but it has also caused an increase in digitalisation and an increase in online
and home delivery demand. In addition, socially, consumer habits have changed, due to a
greater concern for healthy and environmentally friendly options.
In this marketing plan, we have carried out an internal analysis to observe the resources
available to Quesomentero Cheesebar, and an external analysis to study the situation of the
environment and the competition, as well as to analyse the hospitality sector in depth and
the behaviour and consumption habits of consumers within it.
On the other hand, once the previous analyses have been carried out, we have established
8 objectives to be achieved with this marketing plan. In which we can highlight the search for
an increase in repeat visits by customers to the physical shop and orders on the web, and an
increase in the use of other services such as takeaway or delivery.
To achieve the objectives, we have proposed a total of 8 actions. The budget of these
actions is reduced, because Quesomentero Cheesebar, in relation to its vision, is looking to
start a new project of physical expansion in the national territory (La Cú de Quesomentero),
so most of the actions are focused on the promotion and development of the services
offered by the company.
Finally, we have created a budget and a timeline for these actions, where they have been
assigned a start and duration. In addition, we have established control guidelines for each of
them, in order to ensure the achievement of the objectives set for this marketing plan. [-]
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