Plan de marketing para mejorar la calidad del servicio en el comedor politécnico de la ESPOCH

Abstract

The purpose of this investigation was to carry out a marketing plan for the Polytechnic canteen through strategies that contribute to improve the quality of the service and guarantee the satisfaction of the consumers. In the investigation's process, we carried out the market study which was developed using surveys directed to the target public got from the corresponding segmentation, where the results determined that the attention of the service is an important point that has to be improved, as well as the communication channels, where significant information of the service offered is transmitted; also it was considered the absence of advertising strategies that look for attracting the potential client and persuade to gain the foodservice. On the other hand, a situational diagnosis was also carried out using the tool Strength, Opportunity, Weakness, Threat (SWOT) that helped to determine the current situation of the polytechnic canteen. The development of the proposal was based on strategies of advertising, promotion, sales forces, and public relations, which seek to counteract the weaknesses found in the market study and the situation analysis. It is recommended to implement the marketing plan which will be a guide for the application of the proposed strategies in the polytechnic canteen. Through this, it will gain a considerable improvement in the quality of service, increasing the number of customers and sales.