Diseño de estrategias de marketing para la introducción de una cafetería artesanal en el sector vía a Nitón, cantón Pelileo.

Abstract

For the present titling project, a design of marketing strategies was carried out for the introduction of an artisan cafeteria in the sector via Nitón, Pelileo canton. Which was carried out through the application of five chapters that allowed to analyze all the bibliographic and technical process, the methodology to which this has to be applied, the situational analysis where the technical matrices are used that allow studying the internal and external situation. of an organization, market research that helps to identify what are the factors that intervene in the decision of consumption by people who visit a cafeteria, all this through analysis of techniques and research methods for data collection that are obtained to verify the reality, needs and presence that this type of business requires, the application of a marketing plan which was analyzed for the implementation of a cafeteria and finally the financial analysis of the project highlighting the indicators, such as discount rate of the investor (TMAR) which was 20.49%, a net present value (NPV) of $28.794,81, an internal rate of return (TIR) of 82%, period of recovery of the investment or PAYBACK of one, four months and two days and finally a cost/benefit of $1.3 which allowed verifying the feasibility of the same in a technical and safely, establishing the results in a competent way to help meet all the objectives set out in the thesis in each of the mentioned chapters.