Diseño de estrategias de marketing digital para el restaurante Leos de Mariscos del Cantón Naranjal
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El restaurante Leos De Mariscos se dedica a ofrecer variedad de platos de mariscos se encuentra ubicado en el cantón Naranjal, el restaurante cuenta con una larga trayectoria incluso inauguró su primera sucursal dentro del cantón. Actualmente el restaurante no cuenta con estrategias de marketing digital lo que ha generado desconocimiento de su nuevo local e incluso ha llegado a tener una disminución en las ventas al no poseer las herramientas adecuadas de publicidad, a su vez desaprovecha este importante recurso que al ser implementado correctamente generaría grandes beneficios para el establecimiento por ello se busca adaptar estrategias acordes a las necesidades de sus clientes y del restaurante. Se plantea como objetivo general desarrollar estrategias de marketing digital bajo una investigación de campo en la que se usó técnicas de recolección de información tales como la entrevista, Focus group y encuestas. Los resultados obtenidos mediante estas técnicas permitieron el diseño de estrategias de marketing digital óptimo para incrementar la rentabilidad del restaurante.
The Leos De Mariscos restaurant is dedicated to offering a variety of seafood dishes located in the Naranjal canton, the restaurant has a long history even opening its first branch within the canton. Currently, the restaurant does not have digital marketing strategies, which has generated ignorance of its new store and has even had a decrease in sales by not having the appropriate advertising tools, in turn wasting this important resource that when implemented correctly, it would generate great benefits for the establishment, so it seeks to adapt strategies according to the needs of its customers and the restaurant. The general objective is to develop digital marketing strategies under a field investigation in which information gathering techniques such as the interview, Focus group and surveys were used. The results obtained through these techniques allowed the design of optimal digital marketing strategies to increase restaurant profitability.
The Leos De Mariscos restaurant is dedicated to offering a variety of seafood dishes located in the Naranjal canton, the restaurant has a long history even opening its first branch within the canton. Currently, the restaurant does not have digital marketing strategies, which has generated ignorance of its new store and has even had a decrease in sales by not having the appropriate advertising tools, in turn wasting this important resource that when implemented correctly, it would generate great benefits for the establishment, so it seeks to adapt strategies according to the needs of its customers and the restaurant. The general objective is to develop digital marketing strategies under a field investigation in which information gathering techniques such as the interview, Focus group and surveys were used. The results obtained through these techniques allowed the design of optimal digital marketing strategies to increase restaurant profitability.
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Palabras clave
ESTRATEGIAS, MARKETING DIGITAL, RESTAURANTE, NARANJAL