Plan de Marketing Gastronómico en la parroquia Cojitambo. Caso: “Cabañas los Sarmientos” año 2025

Abstract

This research focuses on the creation of a Gastronomic Marketing Plan for the restaurant "Cabañas los Sarmientos" in Cojitambo, Azogues, Cañar, Ecuador, projected for the year 2025. This restaurant, under the management of the Sarmiento-Márquez family, is strategically located 3 Bernarda Elizabeth Heras Chaca – Daniela Carolina Yunga Segovia next to the historic ruins of Cojitambo, an archaeological attraction that will be used to boost gastronomic tourism in the region. The main objective of the research is to evaluate the restaurant's ability to attract and maintain a profitable market through a marketing mix. The methodology used was a quantitative analysis through surveys carried out with local residents and tourists, whose data were analyzed using the IBM SPSS Statistics 25 software, revealing patterns and trends in consumer preferences. Previously, an analysis of the external and internal factors that impact the restaurant was carried out. Finally, it is complemented by a financial analysis that includes projections of revenue, operating costs and future profitability. The findings indicate that "Cabañas los Sarmientos" has a high potential for long-term profitability, as long as adequate strategies are implemented. Respondents showed a remarkable willingness to consume in an establishment that offers an authentic and high-quality dining experience. Market segmentation and the personalization of the gastronomic offer emerge as decisive factors for the success of the establishment. In addition, it seeks to capture the attention of the target audience through the slogan "Cocina en Altura", which communicates its positioning and highlights both the unique location and culinary excellence, positioning it as an unparalleled gastronomic destination.