Propuesta de plan de marketing para la microempresa Pizza House de la ciudad de Loja, período 2023
Today, fast food companies have been increasing rapidly in a not very extensive market such as the city of Loja, which is why companies find themselves in the need to look for new methods to stand out; In the case of the microenterprise Pizza House, at the time of its creation, an adequate market st...
محفوظ في:
| المؤلف الرئيسي: | |
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| التنسيق: | bachelorThesis |
| اللغة: | spa |
| منشور في: |
2024
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| الموضوعات: | |
| الوصول للمادة أونلاين: | https://dspace.unl.edu.ec/jspui/handle/123456789/29590 |
| الوسوم: |
إضافة وسم
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إضافة وسم | الملخص: | Today, fast food companies have been increasing rapidly in a not very extensive market such as the city of Loja, which is why companies find themselves in the need to look for new methods to stand out; In the case of the microenterprise Pizza House, at the time of its creation, an adequate market study was not carried out to create future opportunities to grow even more in the competitive market and position itself strategically within the fast-food sector in the city of Loja. The objective of this research is to offer a "Marketing plan proposal for the Pizza House microenterprise in the city of Loja, period 2023, with the purpose of identifying the ideal strategies that help the microenterprise to position itself as a leading company, in the fast-food sector, increase sales and above all build customer loyalty. The research approach is quantitative and qualitative in nature; That is, a mixed approach, the type of research is exploratory- descriptive and the type of sampling is convenience sampling. In the internal diagnosis of the microenterprise, a total value of 3.21 was obtained, which represents that the strengths predominate over the weaknesses. In the external diagnosis, a total value of 2.73 was obtained, in the same way it shows us that opportunities predominate over threats. With the help of this information, the appropriate strategies for the microenterprise were created through an action plan and a budget for each assigned objective. |
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