Digital marketing plan with free resources for the restaurant "El amigo Pérez"
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Abstract
Currently there are companies in the gastronomic sector that are unaware of the benefits of the applicability of digital media, followed by the fear of low profitability that may lead to investing a part of their economic resources in the application of marketing strategies using new technologies. The objective is to apply a digital marketing plan based on free resources, for the restaurant "El Amigo Pérez" that help to position the brand. The research is of a qualitative-purposeful type, through narrative records of the phenomena, using non-quantitative techniques that will allow understanding the perspective of several authors, for the study two instruments will be used, the first to be applied will be an interview, where they can be done comparisons of the various points of view of each employee, and obtain information that will help decision-making, the second will be a survey, considering the participation of fifty people, which will provide data from the external environment, it will be carried out through the measurement scale of Likert, with a total of 12 questions, the variables to be measured will be: product, price, place and promotion. Free resource tools will be selected by means of a diagnosis which will allow us to know the most used applications. As a result of the investigation, it will be possible to know the most relevant digital advertising media in the municipality of Escárcega, in order to achieve brand recognition and therefore increased sales, and notorious growth, so that research represents found in processes.
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Juan Carlos Rosado-Flores, Instituto Tecnológico Superior de Escárcega - México
I am Juan Carlos Rosado Flores, a student at the Higher Technological Institute of Escárcega, studying the seventh semester of the Bachelor of Administration, I have taken courses such as Entrepreneurship and Sustainable Development.
María Victoria Gómez-Sánchez, Instituto Tecnológico Superior de Escárcega - México
I am María Victoria Gómez Sánchez, a student from the Escárcega Higher Technological Institute, studying the seventh semester of the Bachelor of Administration, I have taken courses such as Entrepreneurship, Sustainable Development and Social Responsibility
Yuri Lizeth Manrique-Hernández, Instituto Tecnológico Superior de Escárcega - México
I am Yuri Lizeth Manrique Hernández, a student of the Bachelor of Administration at the Higher Technological Institute of Escárcega - ITSE, I took courses in finance for MYPYMES in times of pandemic and courses in technology, entrepreneurship and professional development.
Adriana Dolores-Atlahua, Instituto Tecnológico Superior de Escárcega - México
I am Adriana Dolores Atlahua, a Full Time “A” research professor at the Higher Technological Institute of Escárcega - ITSE, with 9 years of teaching experience and 3 years of research experience, where I have collaborated in the publication of 5 articles.
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