LA CERTIFICACIÓN HALAL EN LA ESTRATEGIA DE MARKETING SEGUIDA POR EMBUTIDOS CARCHELEJO, S.L.
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2018-07-12
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Jaén: Universidad de Jaén
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[ES] Este Trabajo Fin de Grado se enmarca en el estudio del
marketing agroalimentario seguido por la empresa Embutidos
Carchelejo, S.L en la gama de sus productos con Certificado HALAL.
El objetivo principal de este trabajo es conocer si la empresa está
implantando adecuadamente las estrategias de marketing y si conoce el
comportamiento de sus consumidores para detectar qué ventajas buscan
esos consumidores en los productos certificados como HALAL.
En la primera parte de este trabajo se explica qué es y cómo se
consigue el Certificado HALAL, en la segunda parte se define la teoría
del marketing agroalimentario y en la tercera, se procede al análisis de
este marketing centrando en Embutidos Carchelejo.
La mayor parte de los objetivos conseguidos han sido posibles
gracias a la colaboración de Embutidos Carchelejo S.L .
Palabras claves: Garantía HALAL, Embutidos Carchelejo,
segmentación, diferenciación, atributos, población musulmana.
[EN] This end of degree work is framed in the study of agro-food marketing, carried out by the cold Embutidos Carchelejo S.L in the range of their products with certified HALAL. This work is divided into three parts. The first part explains what it is and you get the HALAL certificate. In the second part is explained theoretically the agro-food marketing where will proceed to their analysis, focused on the company, in the third part we focused on how the company is made. The main goal of this work is to know if the company is properly implementing marketing strategies, and overall if we know the behavior of its consumers to detect benefits to get those consumers products certified as HALAL. Most of the achieved objectives have been made possible thanks to the collaboration of Embutidos Carchelejo S.L. Key Word: Certificate HALAL, Embutidos Carchelejo, segmentation, differentiation, attributes, Muslim population.
[EN] This end of degree work is framed in the study of agro-food marketing, carried out by the cold Embutidos Carchelejo S.L in the range of their products with certified HALAL. This work is divided into three parts. The first part explains what it is and you get the HALAL certificate. In the second part is explained theoretically the agro-food marketing where will proceed to their analysis, focused on the company, in the third part we focused on how the company is made. The main goal of this work is to know if the company is properly implementing marketing strategies, and overall if we know the behavior of its consumers to detect benefits to get those consumers products certified as HALAL. Most of the achieved objectives have been made possible thanks to the collaboration of Embutidos Carchelejo S.L. Key Word: Certificate HALAL, Embutidos Carchelejo, segmentation, differentiation, attributes, Muslim population.