Marketing plan of Pascual Berga Hortalizas
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Marketing plan of Pascual Berga HortalizasAutoria
Tutor/Supervisor; Universitat.Departament
Estrada Guillén, Marta; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingData de publicació
2021-06-16Editor
Universitat Jaume IResum
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 ... [+]
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. [-]
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