MARKETING PLAN FOR A COMPANY THAT PRODUCES OLIVE OIL

Abstract

This paper presents a strategic marketing plan for ECOSOS, an emerging extra virgin olive oil producer based in Tenerife. The research examines the challenges that local producers face in the Canary Islands, where high production costs associated with insularity, dependence on desalinated water, and limited mechanisation hinder direct competition with mainland producers. Through an analysis of the Canarian olive oil market and ECOSOS¿s internal environment, the study identifies both significant operational constraints and potential competitive advantages. The paper's findings indicate that competing on price is not a viable strategy. Instead, ECOSOS should adopt a premium positioning strategy focused on boutique distribution channels, direct-to-consumer sales, and the gastronomic tourism market. To support this transition, the study proposes a phased implementation plan. Overall, the results suggest that long-term viability depends on transforming the product from a small-scale experimental initiative into a differentiated premium offering capable of generating sustainable commercial returns.