Propuesta de plan de marketing para el producto turístico de la comuna Tabuga, cantón Jama, provincia de Manabí.

Abstract

The Tabuga commune of the Jama Canton produces handmade Arabian coffee, roasted and ground, same that is made with raw materials of the place. This community has a proposal for design of a tourist product, which was develop by Granados and Parra (2018). In spite of this, the community still not implement this project, reason for which was carried out a marketing plan where there are actual strategies according to the facilities that currently the commune. This marketing plan focused their strategies in a target market such as: members of the commune and potential customers also generated strategies for brand positioning at the provincial level with the aim of expanding it.