Marketing plan of Sancho Panza
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Marketing plan of Sancho PanzaAutoria
Tutor/Supervisor; Universitat.Departament
Monferrer Tirado, Diego; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingData de publicació
2021-06-16Editor
Universitat Jaume IResum
The aim of this thesis is to carry out a marketing plan for Galletas Angulo S.A. This
Spanish company is mainly known for the production of its biscuits and for their high
quality. The products of this family-run ... [+]
The aim of this thesis is to carry out a marketing plan for Galletas Angulo S.A. This
Spanish company is mainly known for the production of its biscuits and for their high
quality. The products of this family-run company are country pastries and biscuits.
Galletas Angulo has been working for more than 70 years with the Sancho Panza brand,
although this is not just any brand of confectionery, as it has major differences with
respect to its competitors. Some of these small differences are that they use totally
natural and traditional products, focusing on the quality, aroma and flavour of the
company's origin, with hardly any modifications. Another of the characteristics that
differentiate it is its high quality and competitive prices.
An analysis of the situation of the company Galletas Angulo has been carried out,
consisting of two parts: internal and external analysis. Firstly, an internal analysis was
carried out, showing the company's mission and vision and, on the other hand, the
capacities and resources available to the company in order to gain knowledge of its
strengths and weaknesses.
Secondly, an external analysis of the biscuit factory sector has been carried out based
on both the macro-environment and the micro-environment, where it is possible to
observe those elements that affect the company's business activity. Thanks to this
analysis, a set of threats and opportunities can be identified.
It should be known, through the analysis of the internal and external environment, certain
elements are known that are related to the different perspectives that can be
contemplated with the brand, the different media and the situation of the company's
brand. It has been concluded that nowadays people are increasingly looking for tradition
and quality products rather than cheap prices. More and more people are concerned
about taking care of their health and that the food they eat is of high quality, with as few
preservatives as possible.
Galletas Angulo is a company with great potential to be able to offer customers what they
want and to ensure that customers are satisfied and get what they want.
Taking all this information into account, the company has established 7 objectives for a
period of one year. These objectives can be achieved by following a number of
strategies, where we find different combinations of cost and differentiation, development
and market penetration. [-]
Paraules clau / Matèries
Descripció
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2020/2021
Tipus de document
info:eu-repo/semantics/bachelorThesisDrets d'accés
info:eu-repo/semantics/openAccess