Marketing plan for Vitalea Fit

Identifier:  TFG:9218

Handle: https://hdl.handle.net/20.500.11797/TFG9218

Authors:  Solé Jornet, Pau

Abstract:
The objective of this final degree project is to create a marketing plan for Vitalea Fit, an online training and nutrition consulting company aimed at professionals who have tight schedules and limited time for exercise. The theoretical framework develops the fundamentals of services marketing and, in particular, the phases of a marketing plan, which provide the conceptual basis for the practical section. In the practical framework, the seven phases of the plan were systematically applied. For the situational analysis, tools such as PESTEL, benchmarking, and Porter’s Five Forces were employed. In addition, a quantitative market research survey was conducted, whose results strengthened the strategic diagnosis. This analysis allowed the elaboration of a SWOT study that identified competitive advantages and limitations of the proposal.