Marketing plan of Mielso

Abstract

Mielso S.A. is a Spanish company dedicated to the beekeeping sector based in Almazora (Castelló de la Plana). The marketing plan that is exposed in this work has been carried out with a meticulous study where a complete study on the current situation of the company will be exposed. Before starting its production, an in-depth interview was carried out with Mielso's manager Mr. Jorge Sorribes, as well as the firm's export director Alexandro Picardi. The meeting was carried out through the Zoom platform, due to the Covid-19 measures. Based on the information obtained in said interview, the foundations were laid to carry out the work that will be presented below. The final section of Annexes includes a brief summary of the main sections of the interview with Mielso. The main conclusions that should be highlighted once the SWOT analysis has been carried out, it is estimated that the company is not using all its resources efficiently, especially in the field of online marketing. This section connects with the lack of positioning of its honey brand “El Brezal”. To counteract this situation, as will be explained in the second part of the marketing plan, we will see how, through an online marketing strategy, the company will be able to increase its impact on social networks, achieving a better positioning and consequently, higher sales. This strategy is based on the main social networks, such as Facebook, Instagram and YouTube. In turn, all of them connect with the web, thus creating a synergy between all of them and achieving through the links to be able to retain their users for as long as possible on their platforms. To ensure that the action plan works efficiently, there are both indicators, with which the results will be analyzed, as well as objectives that are expected to be achieved.