Propuesta de plan de marketing mix para el restaurante Ancestral Amazónico Maitos del Yasuní, operado por la Asociación de Producción Alimenticia Challuwa Mikuna ❝Asopachm❞ del cantón Francisco de Orellana, El Coca

Abstract

“Maitos Del Yasuní” Ancestral Amazonian Restaurant does not have a marketing plan with effective strategies, which makes it difficult for the restaurant to reach its maximum potential, standing out in the competitive gastronomic tourism market. The lack of visibility of the premises does not attract the attention of customers, tourists and visitors, therefore, the objective of this research was to develop the proposal of the Marketing Mix Plan for the Ancestral Amazonian Restaurant Maitos del Yasuní, through product, place, price and promotion strategies, to position it in the gastronomic area and increase its profitability. The methodology implemented had a qualitative and quantitative approach, it was developed over a period of one month, the study population was the regular customers of the Restaurant, the application of descriptive and field research being essential to obtain the respective information through methods, techniques and instruments, which were surveys applied to clients and an interview with the president of the Association. Through this methodology it was determined that it is necessary to implement marketing mix strategies that help improve the image and positioning within the market. The low presence on social networks causes weakness, limited communication, little commitment of the staff and within the field. They had an average score, so they need to work on the interior and exterior appearance of the place. Products with favorable scores are highlighted along with affordable prices according to the service provided. In this context, it is concluded that the Restaurant does not have an adequate marketing plan in the management of the 4Ps such as Product, Price, Place and Promotion, making it difficult for it to reach its maximum potential within the gastronomic and cultural tourism market, so it is proposed a marketing mix plan using the 4Ps.