Estrategias de marketing para posicionar a Andrea Villegas cafetería a nivel nacional: análisis y recomendaciones.

Abstract

This graduation project, titled “Marketing Strategies to Position Andrea Villegas Cafetería at a National Level: Analysis and Recommendations,” investigates, through a mixed-methods approach combining qualitative and quantitative techniques, the innovative digital strategies necessary for the café, located in Machala, Ecuador, to expand its presence in the national market; the study examines the high quality of its products and excellent customer service, identifying challenges such as limited digital presence and the lack of loyalty programs, and proposes revamping the brand image, implementing targeted social media advertising campaigns, collaborating with influencers, organizing experiential events (such as barista workshops and cultural nights), and exploring franchise models and strategic alliances, concluding that the integration of these strategies will enable sustainable growth and position the café as a competitive benchmark in Ecuador’s gastronomic sector.