The Marketing in the Sector Wine Spanish: Case Study Cooperativa la Viña

Abstract

This article is part of a line of research related to marketing in the wine sector, it emerged as Final Study Work of the Master in Dirección Comercial and Marketing at the José Camilo Cela University in Spain, this research is the result of analysis, diagnosis and strategic marketing decisions of the most representative wine-making companies in Spain, is focused on a case study of the Cooperativa Vinícola la Viña. The wine sector worldwide has undergone transformations because of globalization and continuous innovation. The objective of this work is to contribute to the systematic knowledge of the main strategies the marketing used in the wine sector. The methodology used was of a descriptive-bibliographic type, it included a detail of the characteristics of the object of study as it aims to define concepts, analyze and propose strategies anchored to the marketing mix and its variables: product, price, place and promotion to get into to the current needs of innovation in the wine market. Among the policies to be implemented are: it is proposed that the product be more innovative and apply strategies to combine the product with other raw materials in addition to wine, in the price the reduction of profit margin per unit, but the increase in quantities sold . The distribution would focus on a traceability system to immediately diagnose the origin of the wine from the vineyard until its arrival in the final consumer using software, guaranteeing its quality. In the promotion it would be necessary to update the website to include online sales and the spread of advertising on social networks.