Marketing plan

Analysis of the situation

1.1- Company, brand and position.

• Business:

Panelitas la Cabra is a privately owned SME with secondary production by transforming

natural resources, in this case goat milk.

• Brand:

Panelitas the Goats.

Company founded in 1998, dedicated to the production and commercialization of artisan

products derived from goat's milk, such as arequipe, cocadas and its star product the
panelitas. As such, this undertaking offers its clients good quality products, permanently
investigating improvements and experiences that satisfy the needs that consumers require.

• Position:

The positioning of the company is good at the local level, since the brand is recognized in
the territory where the factory is located and has good consumers, which today is being
affected by foreign companies. Regarding national and international level, the positioning
is null, since there is no branding, with social networks or web pages, it does not have a
plan or updated marketing strategies, which are adapted to virtuality, which would
benefit it drastically in scope and position.