Plan de marketing empresa Puleva 2021/2022

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2020/2021Puleva is a Milk Company with a philosophy and values that differentiates it from other Milk companies, since all their products are made with the best quality measures and taking care of the environment in all their procedures and decisions in the production and distribution of their products. In recent years, it has perceived an increased environmental concern by the population, and this has caused a shift in consumer habits. People are increasingly concerned about the environmental impact of the products they consume and companies have had to adapt to this change. In this marketing plan, we have conducted an internal analysis to study the resources of Puleva, and an external analysis to study the situation of the environment and competitors, as well as analyze the toy market and consumer behavior. Furthermore, we have established several goals to achieve with this marketing plan, which are: increase the company revenue by 1,85% in 2022, increase of the national market share to 4% of the turnover by 2022, open to new markets (increase 10% of the product line by 2022), getting over 95% of satisfied customers in the next 12 months, increase social media interactions with customers over the next 12 months and increase customer loyalty To achieve the objectives, we have proposed a total of 12 actions (adapted to the limited budget and the philosophy of the company). Finally, I have set a budget for each action and also created a timeline where we can observe when each action will start or take place and its duration. And also I have set a control guideline where we can see how each objective will be controlled and make sure that we achieve the objectives