ESTRATEGIAS DE MARKETING EN EL SECTOR OLEÍCOLA
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2021-01-25
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Jaén: Universidad de Jaén
Resumen
A día de hoy, el sector oleícola andaluz ocupa una importancia económica y empresarial cada vez mayor. Todo ello ha motivado este trabajo, en el que llevo a cabo el estudio de dos cooperativas oleícolas ubicadas en la provincia de Jaén, S.C.A. Santa María y S.C.A Oleocampo, y de su posición en el mercado de envasados. De ellas he estudiado aspectos tanto del marketing estratégico como del marketing operativo. Inicialmente, en el ámbito del marketing estratégico he desarrollado los siguientes análisis: Pestel, 5 Fuerzas de Porter y DAFO. Posteriormente, he analizado las distintas variables que conforman el Marketing-Mix de cada una de las cooperativas jienenses. La realización de dichos análisis tiene como propósito conocer la realidad actual de ambas empresas desde el punto de vista del marketing, así como comparar los resultados obtenidos en cada una de ellas.
Nowadays, the Andalusian olive growing sector is of increasing economic and business importance. All of this has motivated this project, in which I have carried out a study of two olive-growing cooperatives located in the province of Jaén, S.C.A. Santa María and S.C.A Oleocampo, and their position in the packaging market. I have studied aspects of both strategic and operational marketing. Initially, in the area of strategic marketing I have developed the following analyses: Pestel, 5 Forces by Porter and SWOT. Later, I analysed the different variables that conform the Marketing-Mix of each of the cooperatives in Jaén. The purpose of these analyses is to understand the current reality of both companies from a marketing point of view, and to compare the results obtained in each one of them.
Nowadays, the Andalusian olive growing sector is of increasing economic and business importance. All of this has motivated this project, in which I have carried out a study of two olive-growing cooperatives located in the province of Jaén, S.C.A. Santa María and S.C.A Oleocampo, and their position in the packaging market. I have studied aspects of both strategic and operational marketing. Initially, in the area of strategic marketing I have developed the following analyses: Pestel, 5 Forces by Porter and SWOT. Later, I analysed the different variables that conform the Marketing-Mix of each of the cooperatives in Jaén. The purpose of these analyses is to understand the current reality of both companies from a marketing point of view, and to compare the results obtained in each one of them.