Definición de estrategias de marketing en el restaurante “Kahuana Express” ubicado en Copacabana Antioquia
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Date
2021-10-29
Authors
Zapata Soto, Alejandra
Osorio Meneses, Susana
Advisors
Urrego Marín, María Lucelly
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Open Access
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Abstract
El presente trabajo tiene como objetivo principal establecer estrategias de marketing orientadas a la incrementación de ventas en “Kahuana Express” ubicado en el municipio de Copacabana Antioquia; el tipo de investigación es descriptiva y su enfoque es cuantitativo, pues se pretende demostrar el incremento en las ventas después de la implementación de dichas estrategias de marketing, identificando a través de un diagnóstico interno el nivel de desarrollo del área de mercadeo que presenta la empresa. El emprendimiento “Kahuana Express” presenta un débil plan de mercadeo, que ocasiona bajas ventas y escasez de clientes, por esta razón es fundamental aplicar nuevas estrategias de marketing que impulsen el progreso de la empresa en los medios digitales y presenciales. Finalmente se logra analizar por medio de una proyección de ventas el crecimiento que tendrá el desarrollo de las estrategias de marketing en “Kahuana Express”. Con lo anterior se demuestra la relevancia que tiene para la empresa la implementación de estrategias en marketing, pues esta brinda grandes beneficios como, posicionar la marca, generar mayores volúmenes de venta, adquirir nuevos clientes, y un mejoramiento continuo del área de mercadeo y publicidad. Este proyecto tiene gran trascendencia e importancia para el crecimiento de la empresa pues se espera que estas estrategias de marketing ayuden a alcanzar las metas y propósitos planteados.
The main objective of this work is to establish marketing strategies aimed at increasing sales in "Kahuana Express" located in the municipality of Copacabana Antioquia; The type of research is descriptive and its approach is quantitative, since it is intended to demonstrate the increase in sales after the implementation of said marketing strategies, identifying through an internal diagnosis the level of development of the marketing area presented by the company. The “Kahuana Express” enterprise has a weak marketing plan, which causes low sales and a shortage of customers, for this reason it is essential to apply new marketing strategies that promote the progress of the company in digital and face-to-face media. Finally, it is possible to analyze by means of a sales projection the growth that the development of the marketing strategies in "Kahuana Express" will have. With the above, the relevance of the implementation of marketing strategies for the company is demonstrated, since it provides great benefits, such as positioning the brand, generating higher sales volumes, acquiring new customers, and continuous improvement of the marketing and advertising area. This project is of great significance and importance for the growth of the company as these marketing strategies are expected to help achieve the goals and purposes set.
The main objective of this work is to establish marketing strategies aimed at increasing sales in "Kahuana Express" located in the municipality of Copacabana Antioquia; The type of research is descriptive and its approach is quantitative, since it is intended to demonstrate the increase in sales after the implementation of said marketing strategies, identifying through an internal diagnosis the level of development of the marketing area presented by the company. The “Kahuana Express” enterprise has a weak marketing plan, which causes low sales and a shortage of customers, for this reason it is essential to apply new marketing strategies that promote the progress of the company in digital and face-to-face media. Finally, it is possible to analyze by means of a sales projection the growth that the development of the marketing strategies in "Kahuana Express" will have. With the above, the relevance of the implementation of marketing strategies for the company is demonstrated, since it provides great benefits, such as positioning the brand, generating higher sales volumes, acquiring new customers, and continuous improvement of the marketing and advertising area. This project is of great significance and importance for the growth of the company as these marketing strategies are expected to help achieve the goals and purposes set.
Description
Establecer estrategias de marketing para incrementar las ventas en “Kahuana Express” ubicado en el municipio de Copacabana Antioquia.
Keywords
Consumidor, Diagnostico, Estrategia, Incremento de ventas, Marketing, Consumer, Diagnosis, Marketing