Estrategias comerciales para una plazoleta de comidas con food trucks en la ciudad de San Juan de Pasto, Colombia: Análisis de su impacto en la experiencia del cliente
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Date
2025-07-02
Authors
Advisors
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Journal Title
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Volume Title
Publisher
Corporacion Universitaria Minuto de Dios - UNIMINUTO
Type
Monografía
Rights
Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Abstract
Esta monografía tuvo como objetivo analizar las estrategias comerciales utilizadas en una plazoleta de comidas con food trucks en la ciudad de San Juan de Pasto, Colombia, para ello se identificaron las principales estrategias comerciales utilizadas en las plazoletas de comida con food truck a través de la búsqueda y recopilación de fuentes de información prioritaria de autores enfocados en marketing, innovación, sostenibilidad y tecnología, como resultado, se encontraron diversos hallazgos sobre la relación entre dichas estrategias y su implementación en el mercado local, destacando la importancia del acercamiento al cliente para fomentar su fidelización con la plazoleta. Además se identificaron vacíos estratégicos que permitieron la formulación de propuestas orientadas a fortalecer el crecimiento del mercado y la captación de clientes; entre las estrategias más relevantes se destacan el marketing digital y la alimentación sostenible, ambos alineados con la responsabilidad social del sector.
This paper aimed to analyze the commercial strategies used in a food court with food trucks in San Juan de Pasto city, to achieve this, the main commercial strategies implemented in food courts with food trucks were identified through the search and collection of priority information sources from authors focused on marketing, innovation, sustainability and technology, As a result, various findings were made regarding the relationship between these strategies and their implementation in the local market, highlighting the importance of costumer engagement to foster loyalty with the food court. Additionally, strategic gaps were identified that allowed the formulation of proposals aimed at strengthening market growth and costumer acquisition. Among the most relevant strategies, digital marketing and sustainable food stand out, both aligned with the sector’s social responsibility
This paper aimed to analyze the commercial strategies used in a food court with food trucks in San Juan de Pasto city, to achieve this, the main commercial strategies implemented in food courts with food trucks were identified through the search and collection of priority information sources from authors focused on marketing, innovation, sustainability and technology, As a result, various findings were made regarding the relationship between these strategies and their implementation in the local market, highlighting the importance of costumer engagement to foster loyalty with the food court. Additionally, strategic gaps were identified that allowed the formulation of proposals aimed at strengthening market growth and costumer acquisition. Among the most relevant strategies, digital marketing and sustainable food stand out, both aligned with the sector’s social responsibility
Description
Analizar las estrategias comerciales utilizadas en una plazoleta de comidas con food trucks en la ciudad de San Juan de Pasto, Colombia.
Keywords
Estrategias comerciales, innovacion, marketing digital, plazoleta foodTruk, commercial strategies, digital marketing, innovation food truck