Plan de marketing estratégico para la empresa Papa Jhon’s Pizza de la ciudad de Loja

It is the goal of this study to develop a proposal for a strategic marketing plan for Papa Jhons Pizza in Loja, which will assist the company in increasing its sales, which have been decreasing significantly in recent months, for which it was deemed appropriate to conduct a diagnosis and market research that allowed us to know the current situation of the company. A descriptive approach was used in the research, which included bibliographic references, interviews, surveys with 383 potential and current customers, and direct observation. Information obtained allowed external and internal diagnosis to determine its strengths, among which is the good positioning in its social networks, and in its weaknesses, the decrease in sales; in its opportunities, the high demand for pizza consumption in the city of Loja and in its threats, the competitors from Loja with more years in the market. This made it possible to set strategic objectives: diversify the product portfolio in terms of desserts and beverages, improve the uniform of the company staff, develop new promotional plans, new alliances with key partners, and develop promotional content through its social networks. As a final point, it can be noted that $26,304.00 is required to implement the plan, which is expected to generate $107,832.00 in revenue for the company.

• मुख्य लेखक: Ortega Lalangui, Andrik Rodrigo (author)
• स्वरूप: bachelorThesis
• भाषा: spa
• प्रकाशित: 2023
• विषय: <ADMINISTRACION DE EMPRESAS>; <MARKETING>; <MARKETING ESTRATEGICO>; <EMPRESA>
• ऑनलाइन पहुंच: https://dspace.unl.edu.ec/jspui/handle/123456789/26626