The aim of this thesis is to carry out a marketing plan for Galletas Angulo S.A. This Spanish company is mainly known for the production of its biscuits and for their high quality. The products of this family-run company are country pastries and biscuits. Galletas Angulo has been working for more than 70 years with the Sancho Panza brand, although this is not just any brand of confectionery, as it has major differences with respect to its competitors. Some of these small differences are that they use totally natural and traditional products, focusing on the quality, aroma and flavour of the company's origin, with hardly any modifications. Another of the characteristics that differentiate it is its high quality and competitive prices. An analysis of the situation of the company Galletas Angulo has been carried out, consisting of two parts: internal and external analysis. Firstly, an internal analysis was carried out, showing the company's mission and vision and, on the other hand, the capacities and resources available to the company in order to gain knowledge of its strengths and weaknesses. Secondly, an external analysis of the biscuit factory sector has been carried out based on both the macro-environment and the micro-environment, where it is possible to observe those elements that affect the company's business activity. Thanks to this analysis, a set of threats and opportunities can be identified. It should be known, through the analysis of the internal and external environment, certain elements are known that are related to the different perspectives that can be contemplated with the brand, the different media and the situation of the company's brand. It has been concluded that nowadays people are increasingly looking for tradition and quality products rather than cheap prices. More and more people are concerned about taking care of their health and that the food they eat is of high quality, with as few preservatives as possible. Galletas Angulo is a company with great potential to be able to offer customers what they want and to ensure that customers are satisfied and get what they want. Taking all this information into account, the company has established 7 objectives for a period of one year. These objectives can be achieved by following a number of strategies, where we find different combinations of cost and differentiation, development and market penetration.

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2020/2021