Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027

The grill "Pollos del Peke", located in Guaranda, faces challenges in the current competitive market. Given the need to drive sales and solidify its presence in the city, there was an urgent requirement to devise a Marketing Plan. The study's primary objective is to create a Marketing Plan for the 2023-2027 period to foster increased sales at the "Pollos del Peke" grill. Specifically, the study aims to analyze the current situation, identify positioning, and suggest marketing strategies tailored to their needs. Through a mixed research approach, both qualitative and quantitative methodologies were integrated. Field research was conducted at the grill, followed by a descriptive analysis based on quantitative data collected from surveys of 379 individuals from Guaranda, and qualitative data derived from interviews. The data unveiled key trends and patterns associated with sales, customer satisfaction, and perceptions of the grill. Opportunity areas were identified concerning the product, customer service, and marketing strategies. Customer insights spotlighted areas for enhancement and clear preferences in terms of product and service. The grill "Pollos del Peke" holds significant potential in the Guaranda market. With the deployment of apt marketing strategies grounded on the study's discoveries, the grill can notably ameliorate its positioning and sales. Focusing on customer feedback and adjusting the operations and marketing strategies accordingly is essential to guarantee long-term success

• Autor principal: López Gavilánez, Jhonattan Benjamín (author)
• Outros Autores: Mena Pazmiño, Diego Andres (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2024
• Assuntos: ESTRATEGIA; MARKETING; POSICIONAMIENTO; VENTAS
• Acesso em linha: https://dspace.ueb.edu.ec/handle/123456789/6823