Plan estratégico de marketing para posicionamiento de la marca de café orgánico "El negrito de El Oro"

Abstract

The research project presents a strategic marketing plan for the organic coffee brand El Negrito de El Oro, emphasizing its vital importance in attracting demand, capturing new clients and remaining competitive in a dynamic business environment. This plan is based on an exhaustive review of specialized literature, the careful selection of an appropriate methodology, and the application of the results obtained. The main objective is to improve brand positioning, since this represents the perception and trust of customers towards the brand. The recommendations include the execution of this plan, considering the hiring of a professional specialized in marketing for its correct implementation. In addition, it is essential to carry out a periodic follow-up of the strategic plan and to keep abreast of market trends through continuous studies in order to effectively adapt to changes in the commercial environment.