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Title: Plan de marketing del Club Deportivo Tenerife, SAD
Author: González Pérez, Yobani
Ammetller, Gisela  
Iglesias Huix, Mariona
Abstract: This project represents a marketing plan proposal for CD Tenerife, a soccer team in LaLiga SmartBank, in which it occupies the eleventh standing. Through it, it aims to improve the profitability of its activity by increasing the level of loyalty of its fans in the 2023-2024 season. Furthermore, this positive effect derived from the application of the plan will have repercussions not only in the Marketing Department, but also in the rest of the departments and areas of the institution, starting with the sporting department, as it will serve as a shuttle towards the long-awaited promotion to the First Division, making it possible to more than recover the investment necessary to start it up. According to the purpose of this project, the specific objectives of this work are, in order of priority, the increases in the average attendance of the public in the matches of CD Tenerife at home, in the number of season ticket holders and in the sales of the official club shop. To achieve them, the weakness represented by the scarce development of the club's youth policy will be transformed into a strength and the threat posed by the poor distribution of intermediaries of the Insular Ticket Sales Network will be dissipated. Likewise, the strength of the institution's capacity to generate high income from broadcasting and dynamic advertising will be strengthened, and the opportunity arising from the scarcity of competitors will be seized. All strategies, including those in the previous paragraph, will be aimed at the target market, in which two differentiated segments can be distinguished, among other aspects, by their age, as well as by the degree of loyalty they have towards the club, and which are the youngest fans of the club and the most veteran supporters of the team. For all this, the total estimated budget is €1,463,800.00, which will be distributed among the different service and product actions, price, distribution, and communication. Additionally, and from a qualitative point of view, some of the tasks that are part of the previous groups will allow the club to recover its seal of identity. All this will revive the intimate relationship that existed in the past between the team and the fans. From a quantitative point of view, the results of the deployment of the plan will be positive not only in the 2023-2024 season, but also in the following two seasons, in which they will also be increasing. This will be possible thanks to the successive increase in sales, which demonstrates the viability of the present project. Nevertheless, in order to monitor the implementation of the project, three monitoring sessions have been scheduled for the 2023-2024 financial year, in which the indicators for monitoring the objectives and those corresponding to the actions will be analysed. With regard to the former, and if deviations occur in any of them, it will be necessary to apply the corrective measures provided for in the contingency plan and that will vary according to the degree of deviation from these indicators. Be that as it may, and as a recommendation, there is no need for the implementation of these measures to be exclusively linked to obtaining deviations, so that they are taken into account as complementary or substitute actions for those set out in the action plan. This will give this project greater flexibility, without having to carry out exhaustive monitoring of the results.
Keywords: marketing plan
CD Tenerife
Type: info:eu-repo/semantics/bachelorThesis
Issue Date: 6-Jun-2023
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Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

Files in This Item:
File Description SizeFormat 
TFGPM_MEMORIA.pdfMemoria del TFG3,16 MBAdobe PDFThumbnail
TFGM_ANEXOS.pdfAnexos del TFG6,38 MBAdobe PDFThumbnail
TFGPM_PEC5.pdfPresentación y defensa del TFG4,31 MBAdobe PDFThumbnail
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