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Propuesta de un Plan de gestión comercial para la pastelería Sweet & Salty Creations
(Universidad de Cuenca, 2023-12-19) Pacheco Naranjo, Karen Cristina; Serrano López, Ana Lucía
Sweet & Salty Creations pastry shop has been running since 2019 and is dedicated to making and creating decorated, personalized, classic cakes. In addition to pastries, pastas, and sweet and salty snacks are offered. Customers are offered all options with guaranteed exquisite flavor and quality service. This study will focus on the current situation of Sweet & Salty Creations located in Cuenca, Ecuador and is empirically focused on pastry marketing on social networking. The general objective was to increase sales and improve areas of the business. Descriptive field research was used for the methodology. A survey was created and used as a data collection instrument, with a focus on people within the 15 to 64 age range. Upon reflection of the results, proposals for better social media management, continuous improvement, and quality policies were created and implemented. The final conclusions demonstrate that in order to generate more income, there must be a constant increase in customers using digital marketing strategies. Keywords: digital marketing, pastry, entrepreneurship, Cuenca