Plan de marketing para la empresa Cinnamon Coffee en la ciudad de Puyo.

Abstract

This thesis work is based on an investigation of an existing company, called Cinnamon Coffee and located in the city of Puyo. The document is made up of five parts, and in the first chapter the conceptual framework on which the present investigation is based, both theoretical and legal, is detailed, in the second chapter an analysis of the current situation of the Cinnamon coffee shop is made. its macro and micro environment which allows us to position ourselves in its real state, in the third chapter the market study is carried out, in which research tools such as surveys, interviews and focus group were used based on which results such as the profile of potential clients, and their preferences. In the fourth chapter the Marketing Plan is structured properly, where the objectives and the strategies to be implemented are proposed for the improvement of this company. Finally, in the fifth chapter, the financial analysis that demonstrates the feasibility of this project is detailed.