Plan de marketing: estrategias para el posicionamiento del restaurante Marabú en la ciudad de Cuenca

Abstract

The project aims to design a strategic Marketing Plan to position the Marabú Restaurant brand in the urban area of the city of Cuenca and the surrounding rural zones. The central issue faced by Marabú Restaurant is the lack of significant recognition and brand positioning in the market after 38 years of operation in the city of Cuenca. This situation is due to the absence of a strategic marketing plan throughout the restaurant's years of operation. The lack of effective marketing actions and strategies has prevented the Marabú brand from standing out and positioning itself adequately in the competitive gastronomic market of Cuenca's urban area. The methodology includes exploratory and descriptive research; the design of this study will be non-experimental and cross-sectional, with a mixed quantitative and qualitative research approach and an exploratory-descriptive scope. The sample size consists of 385 individuals from the economically active population in both urban and rural areas. It is necessary to define specific actions to increase the visibility and recognition of Marabú Restaurant in the city of Cuenca and the surrounding rural areas. After collecting and analyzing the information, the necessary strategies will be established to help position the brand through an action plan based on the pillars of product, price, promotion, and place, aligning these actions with the market's identified needs and the restaurant's objectives.