Examinando por Materia "Mercado meta"

Mostrando 1 - 2 de 2
  • No hay miniatura disponible
    Ítem
    Plan de mercadeo Frozen Rolls
    (Universidad EAFIT, 2021) Tobón Salazar, Luis Felipe; Henríquez Díaz, Ángela María
  • No hay miniatura disponible
    Ítem
    Plan de mercadeo Q’Buñuelo
    (Universidad EAFIT, 2024) López Ramírez, Juan José; Tobón Toro, María Antonia; Valencia Herrera, Elizabeth Cristina
    The marketing plan that was carried out is an important tool to generate a roadmap that allows Q'Buñuelo, an emerging traditional coffee shop in the city of Medellin, to achieve its objectives, define and expand its target audience, differentiate itself from others, have a clear focus and reach the top of mind of consumers. The food industry, and specifically the bakery industry, is a complex market, with highly recognized competition and local experience, low differentiation, economic challenges from variables such as inflation and the post-COVID-19 scenario, but it is also characterized by its high demand, market openness and cultural acceptance, especially when offering typical products of the region that, with the right strategies, can achieve results and recognition derived from a well-defined and communicated competitive advantage. In order to achieve the objectives set in terms of growth in sales and positioning, the internal and external variables of the business and the sector were investigated in depth, in order to have clarity on those favorable and challenging aspects that are presented, and how, together with the identified strengths, the clear definition of the business, the definition of the competitive advantage, the correction or adjustment of weaknesses, the navigation of threats and the correct capitalization of opportunities, can be given focus to the brand and continue to have a growth with a clear and defined north that allows reaching the preference of the target audience. Keywords: Marketing plan, Sales, Strategies, Marketing mix, Positioning, Target market, Bakery, Inflation, Competitive advantage, Top of Mind.