Formulación de un plan de marketing para el restaurante "La Estancia del Sabor" ubicado en el Distrito Metropolitano de Quito (DMQ)

Abstract

In the research on the development of a marketing plan for the restaurant "La Estancia del Sabor", located in the north-central sector of the Metropolitan District of Quito, the research arose from the need to achieve a position in the area, since The restaurant despite its more than 40 years of experience in the market, its usual clientele was affected by the pandemic, so a marketing plan is ideal to meet their need, in accordance with the objectives set, in the first In the chapter, a situational analysis of the external and internal environment was carried out, using tools such as the Pest analysis, Porter's forces, an interview with the manager of the establishment and a market research that allowed the elaboration of the SWOT matrix and its strategies; In the second chapter, the marketing plan was proposed through strategies oriented towards the 7 P's, objectives were defined to develop an action plan, activity schedule and budget. Through the market study, the competition of the restaurant in the area, the customer's preferences, the acceptance of digital mechanisms such as the menu and the types of social networks most frequented by the consumer, the information that I highlight, is the Clients' predilection for establishments that have a parking lot and a WiFi network, where the strategies were focused.