Digital Positioning Plan for Algramar Winery.

Cisneros Pellejero, Natalia
Bravo Gil, Rafael (dir.)

Universidad de Zaragoza, ECON, 2018
Dirección de Márketing e Investigación de Mercados department, Comercialización e Investigación de Mercados area

Graduado en Administración y Dirección de Empresas

Abstract: The purpose of this study is to analyse the context and situation of Algramar, a SME (small medium size enterprise) in the wine sector, under the principles of the organic winemaking. The main aim pursued on this dissertation is to support the company in the penetration of the online market, further describing the challenges it will face and the most consistent plan to maximize the performance efficiency. More specifically, we will provide Algramar with market information about the characteristics of the digital channel, and carry out a research on particular actions to build a consistent brand image online. We will hold on a compound of resources that will ease the path to attract traffic to our website, and turn it into actual sales. This plan involves search engine strategic knowledge, support of social media and mailing tracking techniques. The resulting conclusions will open a continuous improvement cycle to reach digital performance perfection.

Tipo de Trabajo Académico: Trabajo Fin de Grado