Plan de marketing para la introducción de la marca de café de especialidad “Origen del Sur” en la ciudad de Guayaquil y vía Samborondón.

Abstract

The present degree project proposed the development of a Marketing Plan for the introduction of the specialty coffee brand "Origen del Sur" in the city of Guayaquil and Vía Samborondón, for which a market research was developed using a methodology descriptive with qualitative and quantitative tools in order to determine variables that influence consumer buying behavior, as well as the purchase channels and the media. Through the information gathered, promotional strategies were proposed to generate income for the company and to remember the brand. The feasibility of this is verified through the financial analysis carried out which indicates those costs and expenses that influence the project, as well as the IRR that is 55% which shows the viability of the project, due to this it is indicated that it can be put into practice everything detailed in the project.