Marketing Digital y Negocios

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Plan de negocios para la creación de la cafetería Pet-friendly “Wiwakuna”, que se convierta a nivel local y nacional como referente en el mercado para el año 2024 al 2026 en la ciudad de Cuenca
(Instituto Tecnológico Superior Sudamericano, 2025) John Francisco Quezada Chimbaina
The following paper addresses the cultural change that society has undergone in terms of how pets are viewed today. Pets are now considered as members of the family, a significant contrast in comparison to how families were organized before. The problem arises based on this evolution in families seeking to live experiences with their pets, resulting in a new market, which at this time in Ecuador there are no businesses that satisfy it, which is summarized in a neglected market segment. The main objective is to develop a business plan for a coffee shop that meets all the necessary characteristics for pet owners. The methodology used was a mixed approach, using qualitative techniques such as interviews and mystery shopping, as well as quantitative techniques such as surveys. An internal and external analysis of the factors in which the cafeteria will be developed was also carried out. Based on this analysis, we were able to develop a solid proposal that satisfies the target public through a business plan.