Diagnosis and marketing plan proposal for fast food MYPES in Chimbote, 2021

Castillo M.L.; Díaz K.C.; Elías R.C.; Callacná R.A.; Mendez G.O.R. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2024)

Resumen

This research called: “Diagnosis and proposal of a marketing plan for the MYPES of the Chimbote fast food industry, 2021”, had the purpose of designing and proposing a marketing plan for the sector in the face of the Covid-19 situation, with Based on a previous diagnosis of the marketing mix strategies used by these businesses and the preferences of consumers in hamburgers, pizzerias, chicken shops and broasterías in the urban case of Chimbote, it was an applied, descriptive, purposeful investigation, with a non-experimental cross-sectional design. The results allowed to know the weaknesses and strengths of the marketing mix strategies applied by fast food businesses (product, price, place and promotion) as well as consumer preferences regarding consumption, products, services, prices, media distribution, promotion and advertising, this information being essential to propose the marketing strategies that integrated the marketing plan.

Instituciones: Universidad César Vallejo