Identifier: TFG:2183
Authors: Tarrés Bartolí, Pau
Abstract:
This project tries to realize a Marketing Plan about the launch of two brands of honey in the apicultural market of the province of Tarragona, based on the desire of a local production company to market its own brand. A theoretical framework has been carried out encompassing various aspects related to honey, such as the existing types, or their healthy and/or healing effects on human health. Also, it is deepening in its productive process, its processing and the current laws that regulate its production and commercialization. In addition, it also goes into the field of marketing itself, defining it and developing all the stages contained in a Marketing Plan, based on the knowledge extracted from several authors, such as José María Sainz de Vicuña. The practical application of this project has been the elaboration of the Marketing Plan, with a decision-making based on several secondary sources, such as the Generalitat de Catalunya. However, the most used source in this project it’s primary, based on the results obtained from a survey issued throughout the summer period of 2019, with a sample of more than 140 individuals, belonging to the geographic areas of the Terres de l'Ebre and the Camp de Tarragona. Therefore, this Marketing Plan has been based on the current situation of the company, being an organic craft honey producer who sold all of its wholesale product to a single client; and has tried to achieve its next business objective: to market its own honey brands, in their area.
Repositori URV