Diseño de un plan de marketing para el restaurante los antojos del profe en la ciudad de Cali

Abstract

The present investigation refers to the topic of Marketing Mix, Philip Kotler, considered the father of modern Marketing, points out that, "marketing is a social and administrative process through which groups and individuals obtain what they need and want through generating, offer and exchange valuable products with their peers. " (Cited by Thompson, 2006, paragraph 1) This work seeks to design an innovative proposal that through Marketing Mix helps to increase customer loyalty and provide an excellent service with high quality restaurant Los Antojos del Profe, which is responsible for maintaining culinary culture with the sale of Vallunos typical dishes, located in the South East of Cali. In this sense, the structure and the direction of the company was built starting from its institutional horizon where the mission, vision, philosophy, objectives, principles and values ​​are established, on the other hand the internal and external factors that affect the current situation were analyzed. of the restaurant, with the help of matrices such as the DOFA, MPC or Matrix of Competitive Profile, and the matrix MAFE. At this point a set of strategies were designed taking advantage of the elements of Marketing, product, price, place and promotion that allow to fulfill the general objective of Los Antojos del Profe restaurant. Finally, a control and evaluation system of the Marketing Mix Plan was designed to monitor compliance with the Action Plan contained in the marketing proposal, so that those responsible carry out frequent inspection of the Plan's development.