Works presented

Summary
The influence of culture on advertising is key to understanding how advertising messages are shaped by the different customs and values of each culture. As the world has become a global village, it is increasingly important for brands to be aware of the cultural particularities of the markets they operate in, in order to establish an authentic connection with their end consumers. Advertising not only serves the purpose of providing information, persuading, or changing consumer opinions, but it is also a key element in the creation and dissemination of a country's cultural identity, whose significance can shape the perception of a nation both internally and externally. As a Moroccan student living in Spain, I was surprised to see how advertising strategies differ between countries, which led me to analyze how cultural differences between Spain and Morocco influence advertising, especially in sectors such as everyday consumer goods, beverages, and telecommunications. The aim of this study is to analyze the differences between Spain and Morocco, focusing on how each country communicates its principles and values through advertising and how brands adapt their advertising strategies to connect with their target audiences. In this regard, I will rely on Hofstede’s model, considering relevant cultural dimensions such as power distance, individualism vs. collectivism, and any other aspects that may influence how brands convey their messages. At the same time, a comparative analysis of advertising from various brands in the mentioned industries will be conducted. The objective is to practically examine how they adapt their advertising messages to the cultural particularities of Spain and Morocco. The general conclusion of this study is that there are cultural differences between Spain and Morocco that also impact advertising strategies, as brands operating in Morocco must adapt their advertising messages to effectively communicate local values and customs. This highlights the necessity of considering the cultural particularities of each context when developing advertising campaigns, particularly in sectors such as everyday consumer goods, beverages, and telecommunications.

Direction
BANDE VILELA, MARIA BELEN (Tutorships)

Court
LOPEZ LOPEZ, VICENTE ANGEL (Chairman)
TURIENZO RIVEIRO, JAVIER (Secretary)
PEREZ PICO, ADA MARIA (Member)

Summary
This study provides a comprehensive analysis of the economic-financial performance of Distribuciones Froiz S.A., a well-known company In Spain’s food distribution sector. The research covers important aspects such as its corporate strategy, competitive environment, and organizational evolution, from its foundation to its current market position. The financial diagnosis includes a detailed analysis of its financial statements (balance sheet, income statement, and cash flows), identifying patterns in the structure of assets, liabilities, and the income statement. Next, A comparative analysis is conducted against the sector by forming a peer group, along with a financial ratio analysis (liquidity, operational management, solvency, and profitability). Identifying the advantages and challenges in its economic management. Through the DuPont model, financial profitability is broken down into key elements (margins, asset turnover, and leverage), which helps identify the main factors driving profitability. Similarly, the Altman Z-score is used to measure bankruptcy risk, reflecting a positive trend in the company’s stability. Finally, the conclusions and recommendations highlight that Froiz maintains a robust financial structure, due to intelligent management of liquidity and capital. However, opportunities for improvement are noted in its reliance on external financing and in some profitability, indicators compared to the industry averages. This study was conducted with a total of 14.549 words.

Direction
PORTELA MASEDA, MARTA (Tutorships)

Court
LOPEZ LOPEZ, VICENTE ANGEL (Chairman)
TURIENZO RIVEIRO, JAVIER (Secretary)
PEREZ PICO, ADA MARIA (Member)

Summary
The business plan consists of a project called Computer Entertainment Center-LAN Center “Bunny Boy”, dedicated to the online video game entertainment service using a computer, in which it will present an environment with a sports theme in the E-sports style. (virtual sports) national and international. The segments to which these services are intended to be provided (convenience and quality) of online video game entertainment are aimed at all types of people, especially people between 7 and 45 years old who have sufficient means to make these leisure expenses. or investment as a player. Our business plan called “Bunny Boy” computer entertainment center will have an investment of 80,231.00 euros that will be financed with 51.1% of external resources, that is, 40,997.00 euros for a loan from a bank and the rest of the investment will be own resources, that is, capital. With a recovery period of 5 years.

Direction
BECERRA DIAZ, ALEJO (Tutorships)

Court
LOPEZ LOPEZ, VICENTE ANGEL (Chairman)
TURIENZO RIVEIRO, JAVIER (Secretary)
PEREZ PICO, ADA MARIA (Member)