Informe de práctica empresarial bajo modalidad de convenio con la empresa Centro de Consultoría Empresarial, enfocado en Chocolate Gironés S.A.

Abstract

The main objective of this report is to analyze and propose improvement strategies for the internationalization of Chocolate Gironés S.A., a Santander-based chocolate-producing company. The study focuses on the diagnosis of the problematic situation the company faces in a changing economic and market environment, particularly due to the global economic crisis and environmental challenges affecting cocoa production. To address this situation, a qualitative research method was used, including market analysis, internal process evaluation, and direct observation of the company. Through this approach, key areas for improvement were identified, such as optimizing the communication strategy, managing social media, and modernizing distribution and sales processes. The main results highlighted the urgent need to improve the company's online presence and restructure its international marketing strategy, with a focus on the European market, specifically France. Key recommendations were also provided to improve brand image and strengthen its competitiveness in the global market. In conclusion, the study provided a detailed diagnosis and a set of strategies for the company to face current challenges and take advantage of opportunities for international expansion.