Diseño de estrategias de marketing para la introducción de la cafetería May Shañu en Cuenca.

Abstract

In this integrative project, each of the knowledge acquired during the Marketing career has been applied, using strategies that allow determining the best alternative to achieve an adequate plan for the Design of Marketing Strategies for the Introduction of the May Shañu Cafeteria in Cuenca. We have analyzed the different political, economic, socio-cultural, technological and environmental environments that can affect the cafeteria, likewise market research was carried out that allows visualizing the preferences of the target audience and segmenting it efficiently, thus obtaining greater reach with the applied strategies. The financial analysis shows a market capture objective that in turn allows visualizing a prospection of the effectiveness of the advertising campaigns applied over time, and likewise projecting a growth in sales in 5 years. By means of the different financial analysis tools, the profitability and viability of both the campaign and the company are checked