Plan de marketing para el restaurante (parrilladas las Pampas Argentinas) de la ciudad de Nueva Loja, provincia de Sucumbíos, para el año 2017
Parrilladas las Pampas Argentinas restaurant is a recently created business in which 8 people work, prior to its opening, no situational diagnosis was made to identify in time the threats and weaknesses that may affect its permanence and to provide a timely solution. Appropriate decisions, have not...
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| Materyal Türü: | bachelorThesis |
| Dil: | spa |
| Baskı/Yayın Bilgisi: |
2017
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| Online Erişim: | http://dspace.unl.edu.ec/jspui/handle/123456789/19934 |
| Etiketler: |
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Etiketle | Özet: | Parrilladas las Pampas Argentinas restaurant is a recently created business in which 8 people work, prior to its opening, no situational diagnosis was made to identify in time the threats and weaknesses that may affect its permanence and to provide a timely solution. Appropriate decisions, have not established their strengths and opportunities that can be exploited in order to maintain a good level of sales, this despite the fact that it works in an area where several competitors are present therefore must face rigorous conditions of the current market, with aggressive competitors, demanding and complex consumers, consequently "the lack of a Marketing Plan for the restaurant Parrilladas las Pampas Argentinas does not allow us to maintain and expand its market share" In order to find a solution to the problem described, the objective was "To prepare a marketing plan for the restaurant (Parrilladas las Pampas Argentinas) of the city of Nueva Loja, province of Sucumbíos, for the year 2017", starting with the analysis of the internal and external environment where strengths, weaknesses, opportunities and threats were identified, whose crossing allowed the approach of strategies contained in the proposal of the marketing plan based on the redefinition of the 4Ps, later the budget was elaborated for the proposed marketing plan , as well as the corresponding control system. In the study the scientific, analytical, synthetic, deductive and inductive methods were used, considering a population of 8 workers and 250 clients taken from the database that manages the restaurant, to whom a survey was applied that contributed with information for the diagnosis. Among the results obtained, it is evident that the situational analysis carried out shows a favorable internal and external environment, since in the weighted grade obtained in the EFI Matrix a score of 2.65 was obtained, which indicates that the business is strong internally, likewise in the EFE matrix a total of 2.45 was obtained which shows that the threats are above the opportunities; The Situational Diagnosis Matrix SWOT, shows 6 strategies, such as "Increase presence in social networks, keeping information updated and offering promotions through Facebook, WhatsApp, Twitter, snapchat, Instagram", "Hiring mobile advertising, specifically in the urban public transport "e" Implement a loyalty plan, through the creation of the "Las Pampas Argentinas" card, which provides benefits such as special discounts and accumulation of points for the exchange of dishes". Once the diagnostic phase was concluded, the marketing plan was drafted, where the institutional philosophy was first raised, as well as the six operational plans in which the activities that must be developed for its proper implementation are exposed, as well as the Indicators that will allow verification of compliance, likewise the budget was determined estimating an investment of $ 5,402.00. Finally, it was recommended to follow the guidelines established in the marketing plan, which will guide the correct execution of the same and assign the resources established in the budget presented in the proposal, since if this commitment is not established, its execution will not be possible. |
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