Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2020/2021IMA is a horchatería and ice cream shop in Castellón, known especially for having the best
homemade horchata in the province. Their main products are horchata and ice cream,
although they also offer other artisan products such as Luisitos, sweet and savoury cakes,
and a wide variety of pastries and sandwiches.
Their products have a series of qualities that differentiate them from their competitors. These
characteristics are: its traditional character of more than 50 years, its artisan production, its
high quality products, the use of 100% natural, ecological and local raw materials, its
excellent customer service and its competitive prices.
The business has a long experience in the sector and, therefore, knows the market well and
the consumers it is targeting, who have adopted a much more environmentally conscious
position and the use of ecological and recyclable products. IMA has anticipated this trend
and is already adapted to the new needs of its consumers.
In this marketing plan, an internal analysis of IMA will be carried out, which will study the
resources available to the company, and an external analysis, which will study the
environment, its main competitors and the behaviour of its consumers.
Finally, 7 objectives have been established which IMA should follow in order to improve its
business and obtain better results. These objectives will be carried out through 17 actions,
which will follow strategies and have a cost, which will be specified in detail. These actions
will have an established start time and duration. Finally, a control plan will be established in
order to ensure the achievement of the objectives previously set
