Plan de marketing estratégico utilizando herramientas para el posicionamiento del restaurante Taproom S.A. a partir del mapeo de actores en las ciudades de Cuenca, Quito, Samborondón y Manta del Ecuador en el periodo 2024-2025

Abstract

The craft beer sector has experienced a remarkable growth in recent years, however, there are few companies that combine the sale of these beers with a gastronomic offer. Therefore, this study seeks to develop a strategic marketing plan for the Taproom S.A. restaurant, using positioning tools in the cities of Cuenca, Quito, Samborondón and Manta during the period 2024-2025. The methodology used to carry out the research is based on a quantitative and qualitative approach; the participation of customers, suppliers and competitors was used through surveys and focus groups; interviews with company collaborators. A stakeholder mapping was then carried out based on the analysis of the different stakeholders. Once the results were obtained, the development of specific strategies was proposed through a defined action plan with the respective relevant indicators for a suitable analysis. A dashboard was also created for a better visualization of the information, using the KPIs established in the previous chapter. In conclusion, it was determined that the strategic plan for the company Taproom S.A. based on stakeholder mapping is appropriate for the company to be able to make the right decisions considering also the indicators found in the dashboard.