Plan de marketing para una nueva marca de aceite
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2020-05
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Jaén: Universidad de Jaén
Resumen
En este proyecto voy a desarrollar un plan de marketing para la venta de una nueva marca de AOVE, procedente de la cooperativa San Julián de Marmolejo, la cual con este plan conseguirá realizar una integración vertical y comenzar a ser ellos sus propios distribuidores de su producto o en otras situaciones, acortar el canal de distribución. Este plan tiene como fin lanzar al mercado una nueva marca de aceite de oliva virgen extra de gran calidad y conseguir darlo a conocer en la zona de Andalucía, con el fin de asentarlo en este mercado. Este plan de marketing consta de diferentes partes. Primero comenzaremos con una explicación teórica de en qué consiste un plan de marketing y cuáles son sus etapas, en segundo lugar, llevaremos a cabo un análisis situacional, tanto interno como externo, y en tercer lugar definiremos la misión, objetivos y estrategia a seguir. Finalmente elaboraremos un plan comercial adecuado y un sistema de control.
In this project I'm developing a marketing plan for the sale of AOVE coming from San Julian's cooperative in Marmolejo. Thea imis to make the cooperative get into a vertical integration and become the distributors of theirownproductsor, in other situations, there duction of the distribution channel. This plan has as an objective to launch in the market a new brand of Extra Virgen Olive Oil of great quality, and becomewell-known in the Andalousi an territory making it be part of the market. This plan is constituted by different stages. First, we will start making a theoretical explanation about what the marketing plan consists in and which are their phases. In the second place we will carry out a situation a linternal and extern alanalysis. Onthethirdstagewewill define themission, objectives, and thestrategywewillfollow. Finally we will elaborate an adecuate comercial plan and create a control system.
In this project I'm developing a marketing plan for the sale of AOVE coming from San Julian's cooperative in Marmolejo. Thea imis to make the cooperative get into a vertical integration and become the distributors of theirownproductsor, in other situations, there duction of the distribution channel. This plan has as an objective to launch in the market a new brand of Extra Virgen Olive Oil of great quality, and becomewell-known in the Andalousi an territory making it be part of the market. This plan is constituted by different stages. First, we will start making a theoretical explanation about what the marketing plan consists in and which are their phases. In the second place we will carry out a situation a linternal and extern alanalysis. Onthethirdstagewewill define themission, objectives, and thestrategywewillfollow. Finally we will elaborate an adecuate comercial plan and create a control system.