Plan de marketing para la panadería y pastelería Albita en la ciudad de Loja, período 2023

The marketing plan is a strategic tool that details the actions and strategies that a company must follow to achieve its objectives. The objective of this research was to present a proposal for a strategic marketing plan for "Panadería y Pastelería Albita" in order to examine the market and detect opportunities for sustainable growth. A diagnosis of the current internal and external situation was carried out, which allowed to determine: strengths, weaknesses, opportunities and threats. A proposal was developed to support the efficient development of commercial activities and increase sales in the market. The deductive method of descriptive exploratory type was applied; the collection techniques used were direct observation, surveys and interviews. As results we found a weighted average (EFI) of 2.73, indicating that strengths prevail over weaknesses, and an average (EFE) of 2.87, which means that the company takes advantage of opportunities as opposed to threats. The competitive analysis revealed that the bakery is in a strong position with respect to its competitors. The information was synthesized in the SWOT matrix, determining the strategies that helped to establish five operational objectives with their respective action plan and determining a budget of $955 dollars. In conclusion, it is considered that the implementation of this plan will allow the bakery to increase its sales and grow in the market.

• Auteur principal: Correa Medina, Gloria Soraya (author)
• Format: bachelorThesis
• Langue: spa
• Publié: 2024
• Sujets: ADMINISTRACION DE EMPRESAS; MARKETING; PANADERIA; PASTELERIA
• Accès en ligne: https://dspace.unl.edu.ec/jspui/handle/123456789/29279