Browsing by Author "Vera Ramos, Fabio A."
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Item Diseño de un plan de mercadeo para el restaurante Los Cisnes ubicado en el municipio de Palmira(2022) Perea Mina, María L.; Martínez Banguera, Crivel; Vera Ramos, Fabio A.; Ossa, Katherine (Directora)Los Cisnes restaurant is a medium-sized company in the municipality of Palmira Valle del Cauca, whose purpose is to satisfy the needs of customers by meeting their demands, providing the best quality and service. Being thus a market that is characterized by having several competitors and a predominant demand, it is necessary for the company to be well organized to be more competitive and stand out within the gastronomic sectors. Given that the situation is complex due to the impact left by the covid-19 pandemic, which limited the operation and considerably affected financial stability, the need to propose marketing strategies for Los Cisnes restaurant is evident. The objective of this research is to design a proposal for the formulation of actions towards the restaurant that will help it to robustly consolidate its internal and external environment, to cope with the threats and demands of the external environment. A qualitative study of a descriptive approach and inductive method was selected as a methodology, which will use employees as a primary source to be able to carry out an organizational diagnosis, which allows the combination of some companies and guides the development of field strategies. The results describe each of the intervention actions and the new proposals for strategies and purposes to solve the identified weaknesses and threats, and thus enhance and take advantage of the present opportunities