Marketing plan of Pascual Berga Hortalizas

Abstract

Hortalizas Pascual Berga is a company dedicated to the wholesale of fruit and vegetables located in Benicarló, Castellón. Its main business focuses on selling its products to companies located in the most important central markets in the country. This organisation has extensive experience, and has always been characterised by its great social responsibility towards the environment and society. Year after year, the company continues to grow and to become more and more important and well-known in the agricultural sector. The company is best known for two products: curly endive and artichoke. The company is the leader in sales of curly endive in the whole Baix Maestrat region and is also well known for marketing the Benicarló Denomination of Origin Artichoke. The stages of the distribution channel it operates are producers and wholesalers at source. One of the main opportunities observed in the market is the growing demand for organic products. It is therefore proposed to create a line of organic products to be sold wholesale in central markets. The company can use its knowledge, experience and structure to enter this new market. With this, it is strongly committed to sponsorship with the Club Baloncesto Benicarló, where its first team plays all over Spain, a good opportunity to make the brand known, especially in the south of the country where Hortalizas Pascual Berga does not have a presence. The company is also proposing technological digitalisation in its structure, with the aim of reducing costs and increasing sales. Some examples of these are online sales, a website and social networks, the creation of an app for smartphones, as well as digital tools for the operation of the warehouse. The objectives described in the marketing plan are aimed at increasing the number of customers, both nationally and internationally, thus increasing sales and profit potential. It also focuses on gaining customers and sales of the new organic product line. Finally, the budget for the proposals made has been established, as well as a timetable and a control plan to achieve all the objectives described.