Plan de marketing para la introducción de bocados autóctonos en la ciudad de Guayaquil.

Abstract

This grade Project was about a Marketing Plan to introduce national morsel into Guayaquil City. So, it was necessary to complete five chapters in order to get information about the market and the bussines Sweetlover who is responsible for introducing the product to the market. In the same way, the investigation reaching was delimited in Guayaquil city. There was also a theoretical foundation to keep the same sense in the complete project. For that reason, it was necessary to design a methodology for the market research, which included one session of focus group, interviews to experts and surveys to potential customers. There was obtained as a result, a lot of information about the customers’ desires and consumers’ expectations. Finally, the Marketing plan to increase the business’ sales, it was designed according to the market research results, and included marketing mix strategies evaluated financially to check if the investment has a cost effectiveness. It concluded that the project can be developed following the guidelines.