Can Roda marketing plan for exporting


Khechef, Sacha
Font Cuadros, Albert


Can Roda is a winery cellar located in Alella, a privileged and typical location for wine production and it’s been producing wine since 2010. The company is producing 100% organic wine and 50.000 bottles a year. After some years of experience in Spain, Can Roda objective is to sell abroad. That is why in this report we have done research on the countries that Can Roda is willing to sell: Germany, Switzerland, and the Netherlands.
Can Roda has been internally analyzed to discover both the strong points and the weak points. An external analysis has been also done in order to compare all the countries Can Roda wants to export and recognize which are the best countries based on different points that will be explained in detail later on.
After the whole analysis, the best countries will be selected depending on if they are viable to export and could fit Can Roda’s products. Then, several objectives, actions and KPI’s will be set for the marketing plan. As mentioned, we will propose a marketing plan for each country adapted to their peculiarities. They will consist of different strategies divided into the 4 marketing P’s to achieve the objectives already set.
Finally, an implementation plan will be also provided through a Gantt chart as well as a budget calculation to give an estimation of the total costs of the marketing plan.
Moreover, we will give profitability data to see how Can Roda needs to perform to not lose money with the marketing plan execution.



Palau Saumell, Ramon 


IQS SM - Master in International Marketing in a Digital Environment / International Marketing & Sales Management