Plan de Marketing para el restaurante El Sauce
Loading...
Date
2022-05-19
Authors
Advisors
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios-UNIMINUTO
Type
Trabajo de Investigación e Innovación
Rights
Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Abstract
La presente investigación tiene como objetivo diseñar el plan de marketing del restaurante El Sauce de Ginebra, Valle del Cauca para el año 2022. Por tal razón se realizó diagnostico actual de la empresa lo cual sirvió de base para identificar aspectos importantes para la formulación de estrategias dirigida a posicionamiento de marca, diversificación del portafolio y nuevos canales de distribución donde se estableció el presupuesto acorde a cada actividad propuesta. La metodología utilizada fue investigación descriptiva con enfoque cuantitativo, encuesta y demás información obtenida de internet, trabajos de grado digitales, y la información de la Cámara de Comercio de Buga, normatividad vigente, consultas en la web y bases de datos y libros electrónicos disponibles en la biblioteca Rafael García -Herreros de la Corporación Universitaria Minuto de Dios -UNIMINUTO, con el fin de facilitar y ampliar información para el planteamiento de los objetivos propuestos para el incremento de las ventas.
The objective of this research is to design the marketing plan of the Tamal Express company in Guadalajara de Buga for the year 2022. For this purpose, the current situational diagnosis of the company was carried out, the most relevant aspects of competitiveness were identified, and directed strategies were formulated. to new distribution channels, brand positioning and portfolio diversification. Budgets were defined for each activity for its corresponding execution. The methodology used was exploratory and descriptive research, using the survey with closed questions as data validation instruments, as well as reports, data, books and other secondary sources of information. When developing the marketing plan for the Tamal Express company, it was concluded that the focus should be on increasing sales with a structured work that allows its measurement and therefore sustainability over time.
The objective of this research is to design the marketing plan of the Tamal Express company in Guadalajara de Buga for the year 2022. For this purpose, the current situational diagnosis of the company was carried out, the most relevant aspects of competitiveness were identified, and directed strategies were formulated. to new distribution channels, brand positioning and portfolio diversification. Budgets were defined for each activity for its corresponding execution. The methodology used was exploratory and descriptive research, using the survey with closed questions as data validation instruments, as well as reports, data, books and other secondary sources of information. When developing the marketing plan for the Tamal Express company, it was concluded that the focus should be on increasing sales with a structured work that allows its measurement and therefore sustainability over time.
Description
Elaborar un plan de marketing para el restaurante El Sauce mediante el diseño de estrategias que permitan fortalecer el posicionamiento de la misma en el mercado actual.
Keywords
Competitividad, Estrategias, Plan de Marketing, Presupuesto, Plan de Acción, Ventas, competitividad, estrategias, plan de marketing presupuesto