Diseño estratégico de un plan de marketing turístico para promocionar la cafetería Macchiato Caffe, ubicado en la Provincia del Guayas, cantón Guayaquil, año 2024

Abstract

Abstract: A marketing plan is vital for the success of a coffee shop, as it allows for the identification of growth opportunities, improvement of market positioning, and increase in sales. This research aims to develop a tourism marketing plan to promote Macchiato Caffe in Guayaquil, Guayas. A mixed methodology and convenience sampling were used to gather data from various audiences. Segmentation was based on characteristics such as gender, frequency of visits to the coffee shop, profession, and use of social media, which allowed for the collection of relevant and representative data. This approach facilitated a thorough and precise analysis, from which marketing strategies were designed. These strategies aim to increase the growth, positioning, and sales of the coffee shop. Despite its presence on social media, the need to improve current strategies to differentiate from the competition was identified. In summary, the proposed marketing plan focuses on strengthening Macchiato Caffe presence in the tourism market, using segmented data to implement effective and differentiating actions.