Propuesta de estrategias de marketing mix para el restaurante de comida Peruana Huacatay durante la emergencia sanitaria covid-19
Fecha
2021
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Universidad de Guayaquil: Facultad de Ciencias administrativas
Resumen
El restaurante de comida Peruana Huacatay se encuentra ubicado en el sector Urdesa y presenta problemas de rentabilidad, debido a una disminución de clientes a raíz de la pandemia covid-19 en el año 2020, mediante teorías bibliográficas de diferentes autores se planteó estrategias de marketing mix con el propósito de mejorar su rentabilidad. El tipo de metodología es descriptiva y la investigación que se utilizo es cuali- cuantitativa, la recolección de la información fue mediante entrevistas al personal del restaurante y encuestas a clientes actuales y futuros, se encuesto a 374 personas en el sector de Urdesa para descubrir las falencias de la gestión de marketing ante la crisis de la pandemia y poder incrementar sus ventas, tener fidelización con sus clientes y captación de nuevos y que este estudio sirva para otros negocios que están atravesando situaciones similares. En los resultados de la investigación se valida que hay oportunidades que el restaurante puede aprovechar para mejorar la rentabilidad de su negocio, se elaboró un cronograma de fechas para la aplicación de las estrategias y un presupuesto del costo de las mismas. Se sugirió a la administradora y propietaria hacer un seguimiento constante de las estrategias de marketing ya que hoy en día no se puede entrar en una zona de confort, en especial cuando las necesidades y gustos de los consumidores cambia constantemente y para mantener a los clientes hay que fidelizarlos y si se desea conseguir nuevos clientes es necesario escuchar y observar.
The Peruvian food restaurant Huacatay is located in the Urdesa sector and presents profitability problems, due to a decrease in customers as a result of the covid-19 pandemic in 2020, through bibliographic theories of different authors, marketing mix strategies were proposed with the purpose of improving your profitability. The type of methodology is descriptive and the research used is quali-quantitative, the information was collected through interviews with restaurant staff and surveys of current and future clients, 374 people were surveyed in the Urdesa sector to discover the marketing management flaws in the face of the pandemic crisis and being able to increase sales, gain customer loyalty and attract new ones, and that this study can be used for other businesses that are going through similar situations. In the results of the investigation it is validated that there are opportunities that the restaurant can take advantage of to improve the profitability of its business, a schedule of dates for the application of the strategies and a budget of the cost of the same was elaborated. It was suggested to the manager and owner to constantly monitor the marketing strategies since nowadays it is not possible to enter a comfort zone, especially when the needs and tastes of consumers constantly change and to keep customers there is You have to keep them loyal and if you want to get new customers it is necessary to listen and observe.
The Peruvian food restaurant Huacatay is located in the Urdesa sector and presents profitability problems, due to a decrease in customers as a result of the covid-19 pandemic in 2020, through bibliographic theories of different authors, marketing mix strategies were proposed with the purpose of improving your profitability. The type of methodology is descriptive and the research used is quali-quantitative, the information was collected through interviews with restaurant staff and surveys of current and future clients, 374 people were surveyed in the Urdesa sector to discover the marketing management flaws in the face of the pandemic crisis and being able to increase sales, gain customer loyalty and attract new ones, and that this study can be used for other businesses that are going through similar situations. In the results of the investigation it is validated that there are opportunities that the restaurant can take advantage of to improve the profitability of its business, a schedule of dates for the application of the strategies and a budget of the cost of the same was elaborated. It was suggested to the manager and owner to constantly monitor the marketing strategies since nowadays it is not possible to enter a comfort zone, especially when the needs and tastes of consumers constantly change and to keep customers there is You have to keep them loyal and if you want to get new customers it is necessary to listen and observe.
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Palabras clave
MARKETING MIX, RENTABILIDAD, RESTAURANTE, HUACATAY
Citación
APA