PLAN DE MARKETING PARA “J&B TRADICIONES GRILL RESTAURANT” LANDANGUI, LOJA, 2013.

The research thesis entitled "MARKETING PLAN FOR J & B GRILL TRADITIONS RESTAURANT Landangui , Loja , 2013." Raised general objective precisely develop a marketing plan for "J & B TRADITIONS GRILL RESTAURANT" Landangui, Loja, develops in Landangui neighborhood belonging to the parish Malacatos region Loja. To fulfill this objective, it was necessary formulated the following objectives: a) Conduct market research to analyze the supply and demand for the service, b) Conduct a situational analysis of "J & B GRILL TRADITIONS RESTAURANT", c) Identify are the main competitors of "J & B GRILL TRADITIONS RESTAURANT" d) Designing the marketing plan that achieves lasting relationships and customer loyalty with the restaurant e) Prepare the budget covering the necessary resources for the implementation of the marketing plan and f) Designing an evaluation system for monitoring and control of the marketing plan. The study population consisted of families belonging to socioeconomic strata A (high), B (high mean) and C + (typical mean) of the city of Loja, whose sample was 376 families. Where it was established that 67.55% of these families have ever culinary art of J & B Grill Restaurant tasted. Among the main strengths identified are: customers rate the service as good, so I recommend to another location and restaurant, as it is in the corner of the "Y" Landangui. Its main weakness is the lack of advertising. Also the company has 6 the opportunity to offer products of quality raw material due to checks performed by the GAD- Loja. Its main threat is the supply of substitute products in the area. To generate competitiveness in the company proceeded to design the marketing plan, the same will take place with the implementation of the following strategic objectives: 1) Provide our customers dishes of excellent quality in a pleasant environment, 2) Contents an aggressive and intensive advertising campaign of the corporate image of the restaurant, so as to increase the level of consumer awareness in the region, 3) Establish strategic alliances with other companies for the promotion of cultural and gastronomic restaurant and 4) Make a schedule annual training for all staff of J & B TRADITIONS GRILL RESTAURAT, strategies were formulated through the following specific objectives: a) Determine the company philosophy formulating the mission, vision and values of this, b) Establish strategic objectives based on high-impact matrix, which allows the company to develop activities, set goals and establish time achievement oriented marketing strategies, c) Prepare the budget covering the necessary resources for the implementation of the marketing plan, d) Develop an evaluation system for monitoring and control of the marketing plan. Here we offer alternatives such as creating a letter to children with nutritious, well adapting playground arises, the dishes offered, the recreational area and the garage that offers restaurant to promote their clients, cooperative agreements with some transport were made, is planned to make the cultural Thursday once a month advertised on radio and television . The marketing plan investment projected over five years is $38,203.94.

• Autor principal: Carrera Palacios, Jimmi Fabián (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2016
• Assuntos: administracion de empresas; TRADICIONES GRILL RESTAURANT; LANDANGUI, LOJA,; plan de marketing
• Acesso em linha: http://dspace.unl.edu.ec/jspui/handle/123456789/12750