Plan de marketing para el restaurante "Aquí está Marcelo" en la ciudad de Guayaquil

Abstract

The current degree work is a marketing plan to a shellfish restaurant, called "Aquí está Marcelo's". This restaurant is a pioneer in seafood preparation, due to their several years of experiences, it has been characterized as a brand which offer just quality products and an excelent treatment with their employeers. Compared to the seafood restaurants market, the market share is competitive. Nevertheless, "Aquí está Marcelo's" is a restaurant with 25 years in the market which make it have a competitive advantage in consumer's mind. In such a way, it is important to follow the new trend and changes of consumers because there are a lot of competitors which have had a quick development in the last years. So, the challenge for "Aquí está Marcelo's" is to propose new strategies which allow the restaurant to repositioning in the market and atract new consumers.