Plan comercial para el restaurante “Ceviches del Coliseo de Doña Nelly”, ubicado en la ciudad de Riobamba

Abstract

Within the gastronomic market the increase in direct competition has caused customers to decrease loyalty to the restaurant, income is stable, but the company does not grow easily due to the lack of an image in line with the needs of the market. The present degree work was developed with the purpose of designing a Commercial Plan for the restaurant Ceviches del Coliseo of "Doña Nelly", located in the city of Riobamba through marketing strategies, to enter the market as a corporate image. The methodology applied in the research was: qualitative and quantitative approach, a descriptive research level, a non-experimental research design with transversal intervention, the types of study are documentary and field which are based on bibliographical references, then the methods will be deductive-inductive for the development of the research, while for the data collection techniques surveys and interviews are used through a questionnaire and an interview guide. By means of this methodology, it was possible to detect the lack of updating strategies for customer loyalty, implementation of after-sales services, the lack of training and incentives with the personnel and the absence of innovation with the menu offered by the restaurant. Therefore, it is concluded that the restaurant needs to implement new commercial strategies to obtain customer loyalty and an adequate work environment, so a business plan is proposed that contains strategies according to the reality of the company that will allow it to stand out from the direct competition.