Plan de marketing para el restaurante “Chugchucaras Rosita”, en la ciudad de Latacunga.

Abstract

The proposed study makes a relation to the development of a marketing plan for “Chugchucaras Rosita” Restaurant, the same that seeks to increase sales of its local premises and branch restaurants in the city of Latacunga. Within the situational analysis, the Ecuadorian State is going through a moment of austerity of investment, so that opportunities to leave the comfort zone are indispensable to technically and scientifically develop means to increase the sales of “Chugchucaras Rosita” in spite of the distrust that the client has when investing their money in food. Market research provides relevant data, to identify communication media, consumer assistance, and logistics. Strategies that will allow the “Chugchucaras Rosita” Restaurant to be channeled through the implementation of the marketing plan, structuring its actions, improving its contribution to the local culture, to the development of the family business, leaving the empirical management that has been given up to the present. The concentration of users is directed to the economically active population, people who range in the range of 18 to 65 years of age, because they represent the labor force that, in their salary or remuneration, have the capacity of purchasing food prepared in the restaurant. With the data gathered in the research, it allows to develop strategies directed to people who can buy prepared foods, making themselves known through a social networking platform, attention to home sales, delivery, media; and, promotions aimed at overcoming the competition and staying in the leading market for the production and sale of local traditional food.