Plan de marketing para sánduches "El Chino" en la ciudad de Guayaquil.

Abstract

The present project consists in the elaboration of a marketing plan for the fast food restaurant Sánduches “El Chino” in the city of Guayaquil. Sánduches "El Chino" is a well-known brand that has been in the market since 1977 in Guayaquil. It has always been characterized by its quality products and prices, available to all budgets. With 47 years in the market, it has only focused on delivering quality products, leaving aside the different aspects that transforms a company into a competitive one. To carry out the design of the strategies for the marketing plan, the methodology used was qualitative and quantitative research through the use of tools such as surveys, in-depth interviews and focus groups. This allowed the correct marketing planning. From this research we obtained the following key results for the basis of the plan: The frequency of consumption is mostly twice a week. Users usually attend the place in a group with family or friends; In terms of price, Guayaquil residents consume between $ 5 and $ 10 per visit. Another important result from the investigation was the identification of the main favorite promotions by the consumers, which obtained the highest percentage from 2x1 and combos. Consequently, it is necessary to follow the new market trends. To meet the changing needs of their consumers in order to know the expectations of the client and the objectives of the organization. Therefore, the following project proposes to reposition the image of Sánduches "El Chino" to increase the percentage of market share through the use of strategies for the marketing mix.