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Degree in Business Administration
Academic Year 2014-2015
MARKETING PLAN
MBC FEST
Student:
Mari Carmen Barceló Tur
Tutor:
Rosa María Rodríguez Artola
brought to you by COREView metadata, citation and similar papers at core.ac.ukprovided by Repositori Institucional de la Universitat Jaume I
INDEX1. Executive summary ................................................................................................ 4
2. Situation analysis ................................................................................................... 6
2.1 Internal analysis ...................................................................................................... 6
2.1.1 Festival presentation ........................................................................................ 6
Description ........................................................................................................................... 6
Mission ................................................................................................................................. 7
View ...................................................................................................................................... 8
2.1.2 Resources and skills ......................................................................................... 8
2.2 External analysis ................................................................................................... 10
2.2.1. Analysis of the general environment .............................................................. 10
Sector analysis .................................................................................................................. 10
Pestel analysis .................................................................................................................. 13
2.2.2 Analysis of the specific environment ............................................................... 22
Identification and analysis of competition ..................................................................... 22
5 forces model of Porter .................................................................................................. 25
3. SWOT analysis ...................................................................................................... 28
4. Segmentation, Target and Positioning ................................................................ 29
5. Objectives and Strategy ....................................................................................... 31
Objectives ............................................................................................................... 31
Strategies ................................................................................................................ 32
6. Marketing mix ........................................................................................................ 34
Product/Service ....................................................................................................... 34
Price ........................................................................................................................ 38
Communication ....................................................................................................... 40
Distribution .............................................................................................................. 42
7. Schedule and budget ............................................................................................ 44
8. Control ................................................................................................................... 46
ÍNDEX OF GRAPS, TABLES, FIGURES AND IMAGES ............................................ 47Graphs .................................................................................................................... 47
Tables ..................................................................................................................... 47
Figures .................................................................................................................... 47
Images .................................................................................................................... 48
BIBLIOGRAPHY ........................................................................................................ 49
Bibliographic sources ........................................................................................... 49
Fuentes Web ..................................................................................................................... 49