Marketing digital para el positioning del restaurante la Mocahua de la ciudad del Puyo

Abstract

This work of Curricular Integration is about the design of a digital marketing plan for a restaurant and the evaluation of how this plan promotes its positioning. The objective of this work is to design a digital marketing plan for “La Mocahua” Restaurant, based on an evaluation of the marketplace in Puyo city, and carry on adequate positioning strategies. This Curricular Integration project starts with the collection of information related to the positioning of current restaurants, as noted in the bibliography. A mixed methodology, the non-experimental design was applied, in addition to using data collection techniques, such as client and prospective client surveys, as well as interviews with restaurant proprietors. A cross-sectional study was applied for external data collection. Furthermore, the investigative methods used were inductive, deductive, analytical, and synthetic. It should be noted that the restaurant does not have broad participation in the marketplace and is unaware of the use of digital tools to maintain constant communication with its clients. The marketing proposal was developed through the analysis of the company’s status, allowing the discovery of internal and external factors influencing its current positioning. Using evaluation tools such as SWOT, MEFE, MEFI, and strategic SWOT, Crombach Alfa digital marketing strategies oriented at the restaurant’s positioning in the marketplace were designed. The goal was to achieve effective communication with the market, increasing brand recognition and positioning alongside top competing businesses. A digital marketing plan was proposed and applied in accordance with this goal.