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Author Yazbeck, Maria |
Abstract Sorribas is a Spanish company offering healthy, tasty, and accessible food with a large variety of flexitarian, vegan and ecological certified products. The company is currently looking to extend its offering to the French Market. In order to design the International Marketing Plan for the brand to enter the French market, we have combined several methods and techniques studied during this master's degree and other methods that we have mastered separately. We started with an internal analysis after having the chance to make an observational visit of the company guided by the general manager, so we had the opportunity to understand exactly how the company works in its production management, stock management, and even the choice of products and the elaboration of new recipes. The visit also allowed us to see some of the distribution partners. Afterward, we made an external analysis of the company's environment in the new French market in order to identify its peculiarities and challenges. To do so, we searched for information on different reliable databases in order to find figures and information about the economic, social, political, and legal situation of the new market. Then, the next step was to gather the information we had from the company and the environment and analyze it using the SWOT tool. This allowed us to have visibility on the strengths and weaknesses of the company as well as the opportunities and threats that are offered on the French market. This analysis of Sorribas' situation allowed us to have the necessary visibility to carry out a strategic planning of the objectives and the commercial and marketing plans as well as to implement a production planning and a search for strategic partners After reviewing all the objectives and how to achieve them in detail we set up an implementation and monitoring plan to measure the feasibility and continuity of the project. Finally, the last part was about setting up Sorribas´sales forecast for the entry to the French market as well as the budget estimation to take into consideration by the company. |
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Director Palau Saumell, Ramon |
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Degree IQS SM - Master in International Marketing in a Digital Environment / International Marketing & Sales Management |
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Date 2021-06-08
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