The objective of this work is to describe and analyze briefly the wine sector, as well as to analyze the evolution of this sector in order to finally make a more concrete and adequate study to the Bodega Flors located in les Useres province of Castellón. The work is structured in six parts. The first part refers to the internal sector. This part is structured through an Introduction of the origins of the wine, followed by the history of the Bodega Flors, detailing what has been its evolution and in what current situation it is. As for the second part of the project, it refers to the external sector. It highlights what has been the effect of Porter's five competitive forces on the wine sector and what has been the result on the PESTEL analysis. In this part we can highlight the high competitive level that exists in this sector, due to the little possibility of differentiation that exists and the threats of substitute products. It would also be important to emphasize the barriers of entry that exist in this sector such as the bargaining power of customers and suppliers being these moderated due to a fragmented market. With regard to the third part, we have already entered the DAFO analysis. It highlights the current situation of Bodega Flors through its weaknesses, threats, strengths and opportunities. The fourth and fifth parts refer to the objectives and strategies that Vicente Flors sets and applies in order to achieve its objectives in the most efficient and effective possible way. Finally, the project ends with the analysis of the marketing mix where it highlights the four key factors of a marketing plan. In this point a series of proposals have been carried out in order to improve the current situation of Bodega Flors in order to achieve greater visibility, increase brand image and promote communication. To achieve this, I believe that among these proposals the most attractive and that has been carried out has been the development of a website for the Vicente Flors Bodega.

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs acadèmic: 2016/2017