Marketing plan for Bodegas Yzaguirre

Identifier:  TFG:8152

Handle: https://hdl.handle.net/20.500.11797/TFG8152

Authors:  Mendoza Dussan, Maria Paula

Abstract:
This final degree project presents a marketing plan for Bodegas Yzaguirre, highlighting its experience in high-quality vermouths and wines. It includes an analysis of the environment (Porter's 5 forces and PESTEL) and internal (7 Ps model) analysis, complemented by a market study. Based on the SWOT analysis, objectives have been defined to increase visibility, diversify channels and improve the customer experience. Finally, strategies and actions are proposed to achieve a sustainable competitive advantage and consolidate Bodegas Yzaguirre's position as a wine reference.