Velosa, JorgeDimova, Gabriela Plamenova2025-03-262024-02-022024-01http://hdl.handle.net/10362/181378This project aims to develop a marketing strategy that addresses the research question "How to grow Mateus's business in Spain, focusing on activating critical summer spots”. To address the lack of differentiation in the fragmented Spanish wine market, a tailored positioning for Mateus in Spain is proposed based on qualitative and quantitative research. First, the STP process is used to identify the most attractive target group with the greatest potential. Based on this, an updated brand identity and marketing mix tailored to the Spanish market are developed. Finally, a communication strategy is presented underlining the new positioning.engSegmentationTargetingPositioningPositioning statementmaster thesis203902211