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Author Casas González, Núria |
Abstract Founded in 1949 in Barcelona, Lucta started as a company that specialized in the design and creation of food flavors for human consumption. Throughout the years and up to now, the company has been evolving, both creating the feed additive and fragrance divisions, and opening new subsidiaries in other countries at a global level. Nowadays Lucta is one of the most well-known companies from the feed additive sector at a global level and they are now trying to become leaders in the other divisions as well (flavors and fragrances). In order to achieve this, the company is focusing on some main pillars: customer service, personalized creation of products and innovation. This aim to boost the growth and reach of the other divisions is what drove Lucta to be willing to have this project done. More specifically, this thesis will be based on Lucta’s flavor division, leaving the other departments aside. The area that this project will be based on is Poland, where the company is already present and where they hold a big name within the feed additive industry. When it comes to flavors, however, the company is not yet that well established. The issues that have been spotted until the date in Poland for the flavor division have been the following: despite having facilities in the country, Lucta has not applied a clear, integrated strategy for the growth and expansion of the flavor division within the country. According to the company, this is mainly due to the fact that there has been a lack of communication between the subsidiaries and the headquarters, which has led to the current situation. The status quo is the following: Lucta has 2 big Polish customers from the flavor division, which account for more than 75% of the sales in the country, and the other customers are small local players with relatively low potential. This means that the market that Lucta has nowadays in the country is highly unstable. Poland is a good market for the food industry that has only a few consolidated players within the flavor sector, which gives for growth. Throughout the last years, the country has been presenting positive indicators in social, economic and technological terms that suggest that a growth in the other divisions within this country would be of great interest to the company. Moreover, Poland is one of the most important countries when it comes to food production in Europe. This area has good quality standards, while offering lower costs than other countries from the European Union. This is reflected into the fact that many global, multinational food producers have facilities in Poland. All in all, the aim of this marketing plan is to develop an effective and cohesive strategy to penetrate into the Polish flavor market. In order to achieve this goal, this paper will be structured in the following way: 1) business statement, 2) internal analysis, 3) external analysis, 4) SWOT, 5) objectives and tactics, 6) marketing mix, 7) control and evaluation, and 8) financial analysis. |
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Director Palau Saumell, Ramon |
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Degree IQS SM - Master’s Degree in International Marketing in a Digital Environment / International Marketing & Sales Management |
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Date 2020-06-01
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