Plan de negocio para la introducción de la Cevichería Limón Pescao en Salinas.

Abstract

The purpose of this study is to open a "manabita style" ceviche store in Salinas, Ecuador along with the implementation of a marketing plan. Our market research recognized the growth and high demand by the consumer in this location. Qualitative and quantitative research was performed with primary and secondary data identifying the most important variables in the client´s decision making process, when choosing an a Ceviche restaurant in Salinas. This results, along with the information reflected in the market research allowed us to direct the marketing plan towards the right audience. The basis of our marketing plan is to develop diverse promotional activities with the final product and to perform sale point activations, creating visual impact and simultaneously generate incomes and be present in the consumer´s mind. Our marketing plan is also oriented to use social networks such as Facebook, Instagram, Whatsapp and Twitter as we consider this will generate the greatest visual impact on our target audience and position our business consumer's preferences as a specialized ceviche store. The viability of the project in the financial aspect was determined based on the return on the marketing investment, which was previously analyzed using the roi Marketing.