Marketing strategies for the development of wine tourism in the family firm: the case of Bodegas José L. Ferrer

Abstract

[eng] This thesis deals with the small family business, specifically with the wine sector in the Balearic Islands, and its main objective is to analyze the importance that these types of enterprises give to marketing strategies. To carry out the work, the case of the company Bodegas José L. Ferrer, located in the town of Binissalem, in Mallorca, has been studied. The wine sector is one of the most important sectors in the Spanish economy, and it is becoming more and more relevant also in the islands. That is thanks to wine tourism, which leaves aside the massive “sun and beach” tourism and causes that the number of people going to visit the most rural part of Mallorca increases every year, including the wineries located in the Binissalem Designation of Origin. The main objective of this project is to analyze the marketing management of Bodegas José L. Ferrer. For this purpose, some interviews have been conducted with the company’s owners, and the marketing mix strategy carried out by the winery has been studied, describing the product (and all that it embraces), studying the reasons in setting the price of the different bottles, analyzing the distribution channels used nationally and internationally, and diving into the communication tools used by the firm. With the above mentioned, and a specific study of e-marketing, as well as the competitiveness in the sector, the target audience, and other relevant aspects, the conclusion will be reached based on the SWOT analysis of the winery.