Tesis Área Administración

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Browsing Tesis Área Administración by Author "Anchundia Valdiviezo Emily Valeria"

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    Plan de negocios y construcción de marca para una cafetería en la ciudad de Cuenca – Azuay – Ecuador
    (Instituto de Tecnologías Sudamericano, 2020) Anchundia Valdiviezo Emily Valeria; Vera Guzmán William Alexis; Lojano Mogrovejo Jonnathan Mauricio
    The following project seeks as main objective the proposal to implement a cafeteria in the city of Cuenca called “LA MONITA”, located in the sector of San Blas, Cuenca for its high traffic of students, collaborators and more than one for potential clients such as tourists, both national and international, providing products based on Green Banana in its different forms, combined with the delicious seasoning of the Ecuadorian coast, for which several techniques have been used for its implementation, such as the PESTAL analysis and the 5 forces Porter, which will result in the Strengths, Opportunities, Weaknesses and Threats of the company against the current market. Another proposed method is the CANVA canvas model, which will guide the introduction to the market step by step guaranteeing a better reception and innovating the company accompanied by the construction of brand and corporate image to achieve a good reputation in the market and be a great memory for customers, generating in each of the products, spaces, packaging and advertising, a sense of belonging, a feeling of transfer to different places of the Ecuadorian coasts, in addition several strategies for market introduction have also been implemented and positioning in it, such as the presence in social networks to attract a younger audience since it is a means that has become traditional in the current market, loyalty and trafic buiding strategies, as well as carrying out a cost analysis relevant to each strategy and evaluating the projected growth, resulting in favorable profitability values.