Marketing Plan for the company Torres Import and market study on gourmet product consumpion habits

Identifier:  TFG:2023

Handle: https://hdl.handle.net/20.500.11797/TFG2023

Authors:  Silo Comas, Anna

Abstract:
This degree’s final work, is based in a marketing plan for the distribution company Torres Import, dedicated to the commercialization of gourmet products to customers in the food sector, from physical stores to the “Horeca” sector. First, it shows an internal and external analysis of the company, followed by a SWOT to know the strengths and weaknesses, accompanied by a SWOT crossed, to establish possible strategies. Followed by the analysis of the company, a study about the consumption habits of gourmet products, done to a total of 136 people, of which are over 25 years old, is the responsibility of the purchase of your home and they are residents of Catalonia. Concerning the practical part, a program of actions, composed of six actions based on the objective of the company, is presented, which is to obtain a competitive advantage through differentiation, through two specific objectives, to increase customer loyalty and the reputation of the company.