Diseño de un plan de marketing para incrementar las ventas del ASADERO BRASAS Y LLAMAS en la ciudad de Bucaramanga Modalidad: Virtual

Abstract

The present investigation was carried out at the BRASAS Y LLAMAS barbecue pit in the center of Bucaramanga. Sales fell and research revealed that this was because the company had little information on market research techniques; there are two main types of market research methods: quantitative methods such as telephone interview, personal interviews, online survey, postal survey and mystery shopping; and qualitative methods such as discussion group and focus group and in-depth interviews.

We sought to carry out a diagnosis of the current situation of the barbecue, for which a SWOT matrix was made to show what the current states of the company are. To apply the SWOT matrix, different instruments were used such as; in-depth interviews, questionnaires and documentary review, which allowed us to understand the competitive profile and better identify the target market.

Taking into account all the studies and analyzes carried out, two strategies are proposed to help achieve the main objective of increasing sales of the Asadero BRASAS Y LLAMAS.

Finally, some conclusions and recommendations are presented from all the work carried out, so that the company can carry out the proposed marketing plan.