Plan de marketing para el restaurante - cafetería la magnolia ubicada en la ciudad de Tena.

Abstract

The objective of this study is to design a marketing plan for La Magnolia Tunapi, a restaurant-café located in Tena, Ecuador, in order to strengthen its positioning and competitiveness in the local market. A situational analysis was conducted based on the SWOT matrix and Porter’s Five Forces model, identifying internal and external factors influencing the business’s development, such as lack of advertising and low customer influx due to external factors like the country’s economic and social crisis. The methodology included surveys with 382 potential customers to understand their preferences regarding service quality, pricing, and gastronomic offerings. Additionally, an interview with the owner provided insights into the restaurant’s operational and commercial management. Results indicate that the strategic location and differentiated gastronomic offer are competitive advantages; however, the lack of marketing and promotional strategies limits business growth. It is concluded that implementing service marketing, including digital strategies, customer loyalty programs, and partnerships with tourism agencies, will enhance visibility and attract more customers.