[eng] The present study consists of a marketing plan for the launching to Germany of
a product that is processed and prepared in Mallorca (Spain), that is, the extra
virgin olive oil with designation of origin Oli de Mallorca. There are several oils,
but all of them have really good taste and smell, and many health benefits.
Mallorcan oil companies produce more quantity every year, so they need to find
new markets where to sell it. Data show that there is potential demand growth in
mainland Spain or in other EU member states, but instead I have decided to
direct the attention to Germany, since it is the biggest importer of olive oil in the
European Union, and also because of advantages in purchasing power and
similar tastes, among others.
To make this possible, I have stipulated the creation of a consortium of the 17
mallorcan olive oil companies with DO. I consider that the consortium should be
client-oriented to guarantee the customer satisfaction by means of surpassing
their expectations, and then build customer loyalty.