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Grado En Marketing E Investigación De Mercados

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Grado En Marketing E Investigación De Mercados Facultad de Ciencias Económicas y Empresariales Trabajo de Fin de Grado Grado en Marketing e Investigación de Mercados Estrategias de comercialización del sector del queso en España Presentado por: Guillermo Blanco Posadas Tutelado por: Belén Miranda Escolar Valladolid, 15 de julio de 2019 Grado en MIM RESUMEN España tiene una larga tradición quesera, que ha ido adquiriendo a lo largo del tiempo, marcada por diferentes culturas y costumbres que han albergado su territorio. Algunos estudios revelan que esta tradición se inició cuando surgieron los asentamientos humanos, la agricultura y el pastoreo. En la actualidad, España cuenta con una enorme variedad de quesos de gran calidad, muchos de los cuales han ganado el más alto reconocimiento tanto a nivel nacional como internacional. Este sector tiene una enorme importancia para la industria agroalimentaria española, presentando una evolución positiva en los últimos años y unas perspectivas de futuro favorables, dadas las previsiones sobre el aumento de la demanda global y, consecuentemente, de la producción, si bien es considerado como un sector maduro. Sin embargo, presenta importantes efectos de arrastre hacia atrás (ganadería, pastoreo,…) y hacia adelante (gastronomía, turismo,…), por lo que resulta crucial para el desarrollo rural. El marketing se define como el conjunto de técnicas y estudios que pretenden mejorar la comercialización de un producto. El presente Trabajo Fin de Grado precisamente analiza cómo se comercializa el queso en España y pretende demostrar que las estrategias de comercialización, puestas en marcha en los últimos años, responden a una adecuada y coherente planificación de las herramientas que nos proporciona la actividad de marketing, mejorando la comercialización del queso español. Palabras clave: sector del queso; estrategias de comercialización; calidad alimentaria; gastronomía. Clasificación JEL: M3; L66; Q13. Estrategias de comercialización del sector del queso en España 1 Grado en MIM ABSTRACT Spain has a long tradition of cheese-making, which has been acquired over time, marked by different cultures and customs that have harbored its territory. Some studies reveal that this tradition began when human settlements, agriculture and grazing emerged. At present, Spain has a huge variety of high quality cheeses, many of which have gained the highest recognition both nationally and internationally. This sector has a huge importance for the Spanish agri-food industry, presenting a positive evolution in recent years and favorable future prospects, given the forecasts on the increase in global demand and, consequently, in production, although it is considered as a mature sector. However, it has important effects of dragging back (livestock, grazing,...) and forward (gastronomy, tourism,...), which is crucial for rural development. Marketing is defined as the set of techniques and studies that aim to improve the marketing of a product. This final project precisely analyzes how cheese is marketed in Spain and aims to demonstrate that marketing strategies, launched in recent years, respond to an adequate and consistent planning of the tools provided by the marketing activity, improving the commercialization of Spanish cheese. Key Words: cheese industry; marketing strategies; food quality; gastronomy. JEL Classification: M31; L66; Q13. Estrategias de comercialización del sector del queso en España 2 Grado en MIM ÍNDICE 1. INTRODUCCIÓN .............................................................................................................. 6 1.1. Interés del tema.............................................................................................................. 6 1.2. Objetivos ........................................................................................................................ 7 2. METODOLOGÍA................................................................................................................ 7 3. CARACTERIZACIÓN DEL SECTOR ................................................................................. 9 3.1. Marco Europeo ............................................................................................................... 9 3.2. Sector del queso en España ......................................................................................... 11 3.3. Análisis de la cadena de valor ...................................................................................... 18 3.4. Tendencias................................................................................................................... 22 4. DIAGNÓSTICO DEL SECTOR DEL QUESO EN ESPAÑA .............................................. 23 4.1. Análisis del entorno general (PEST) ............................................................................. 23 4.2. Ciclo de vida del sector................................................................................................. 25 4.3. Análisis de la competencia ........................................................................................... 26 4.4. Análisis DAFO del sector del queso en España ............................................................ 27 4.5. Planteamiento estratégico ............................................................................................ 28 5. ESTRATEGIAS DE COMERCIALIZACIÓN DEL SECTOR DEL QUESO ......................... 30 5.1. Estrategia de Marcas o Sellos de Calidad ..................................................................... 30 5.1.1. Marcas de Calidad Diferenciada: Denominaciones geográficas de calidad ............. 30 5.1.2. Producción ecológica ............................................................................................. 35 5.1.3. Artesanía agroalimentaria ...................................................................................... 37 5.1.4. Otros Sellos de Calidad Alimentaria ....................................................................... 38 5.2. Estrategia de Ferias y Premios Agroalimentarios .......................................................... 39 5.2.1. Ferias agroalimentarias ......................................................................................... 39 5.2.2. Premios Agroalimentarios a los mejores Quesos ................................................... 40 5.3. Estrategia de Internacionalización ................................................................................ 46 5.4. Estrategia Turismo-Gastronomía .................................................................................. 48 6. CONCLUSIONES Y RECOMENDACIONES ................................................................... 51 6.1. Conclusiones ................................................................................................................ 51 6.2. Recomendaciones ........................................................................................................ 53 7. BIBLIOGRAFÍA ............................................................................................................... 55 8. ANEXOS ......................................................................................................................... 64 8.1. Anexo 1: Otros gráficos de interés ................................................................................ 64 8.2. Anexo 2: Denominaciones de calidad diferenciada ....................................................... 67 8.3. Anexo 3: Artesanía Alimentaria ..................................................................................... 69 8.4. Anexo 4: Ferias Agroalimentarias ................................................................................. 70 8.5. Anexo 5: Premios Agroalimentarios a los mejores quesos ............................................ 74 Estrategias de comercialización del sector del queso en España 3 Grado en MIM Índice de cuadros Cuadro 3.1: Producción de leche en la Unión Europea en 2017 (toneladas) ........................... 10 Cuadro 3.2: Producción de productos lácteos en 2017 en la Unión Europea (toneladas) ....... 10 Cuadro 3.3: Consumo doméstico de derivados lácteos en 2017 en España. ........................... 12 Cuadro 3.4: Datos sector del queso en España según CNAE, 2015-2016. .............................. 13 Cuadro 3.5: Consumo de queso en los hogares en 2017 en España ....................................... 14 Cuadro 3.6: Ranking principales empresas fabricantes de queso españolas en 2016 .............. 19 Cuadro 4.1: Análisis DAFO del sector del queso en España .................................................... 27 Cuadro 4.2: Resumen del análisis estrategico y estrategia genérica elegida ............................ 29 Cuadro 4.3: Estrategias concretas propuestas para el sector del queso en España ................. 29 Cuadro 5.1: Denominaciones de calidad DOP e IGP en España en 2018 ................................ 31 Cuadro 5.2: Datos económicos de las DOP e IGP en España en el periodo 2015-2017 ......... 33 Cuadro 5.3: Valor económico de mercado del queso comercializado por las cinco principales DOP/IGP españolas en 2017 (miles de euros) ........................................................................ 34 Cuadro 5.4: Marcas de calidad de las distintas comunidades autónomas en España, 2018 ..... 38 Cuadro 5.5: Otras marcas de calidad de queso en España, 2018 ............................................ 39 Cuadro 5.6: Resumen del análisis de las principales ferias agroalimentarias ........................... 40 Cuadro 5.7: Quesos galardonados en los premios “Alimentos
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