The objective of this project is to develop a comprehensive marketing plan for the Montanejos Cheese Fair with the aim of increasing its popularity among both national and international visitors and attracting potential investors. The marketing plan will encompass various analyses, strategies, and tactics to achieve this goal.

Components of the Marketing Plan:

1. Current Situation Analysis: This section provides an overview of the current state of the Montanejos Cheese Fair, including its historical performance, key statistics, and relevant market trends.

2. SWOT Analysis: An in-depth examination of the fair's strengths, weaknesses, opportunities, and threats to identify areas for improvement and growth.

3. Stakeholder Analysis: Identification and analyzation of the key stakeholders involved in the fair, such as exhibitors, sponsors, local businesses, government entities, and the community. 

4. Positioning Strategy: Clear and compelling brand positioning strategy that differentiates the Montanejos Cheese Fair from its competitors.

5. Marketing Mix Strategy:
   - Service Variable: Determination of the specific services offered to exhibitors, sponsors, and attendees, including unique offerings to enhance their experience.
   - Process Variable: Streamline and improve the operational processes involved in organizing and executing the fair.
   - Price Variable: Competitive pricing structures for exhibitors, sponsors, and attendees, considering early-bird rates, discounts, and package deals.
   - Layout/Website Variable: Enhancing the fair's physical layout and improving the website for better user experience and accessibility.
   - Delivery Variable: Optimization the logistics and delivery of products, services, and information related to the fair.
   - Promotion Variable: Development of  a comprehensive promotion strategy that encompasses various channels, such as social media, content marketing, email campaigns, partnerships, etc.
   - People Variable: Training and empowering the fair's staff and volunteers to provide exceptional customer service.

6. Budget: Creation of a detailed budget that outlines the expenses required for implementing the marketing plan, including advertising, promotions, staffing, and any necessary infrastructure improvements.

7. Action Plan/Control: Development a step-by-step action plan that specifies the tasks, responsibilities, timelines, and key performance indicators (KPIs) for each element of the marketing plan.

By implementing this comprehensive marketing plan, the Montanejos Cheese Fair aims to not only increase its visibility and attractiveness to a broader audience but also to establish itself as a prominent event in the national and international cheese fair landscape.