Bibliographic citations
Bautista, M., De, J., Salgado, M. (2024). Plan de marketing para el lanzamiento y comercialización de la franquicia Churromania en Lima Metropolitana, Perú [Universidad del Pacífico]. https://hdl.handle.net/11354/4327
Bautista, M., De, J., Salgado, M. Plan de marketing para el lanzamiento y comercialización de la franquicia Churromania en Lima Metropolitana, Perú []. PE: Universidad del Pacífico; 2024. https://hdl.handle.net/11354/4327
@mastersthesis{renati/237684,
title = "Plan de marketing para el lanzamiento y comercialización de la franquicia Churromania en Lima Metropolitana, Perú",
author = "Salgado Denegri, Mariela Alexandra",
publisher = "Universidad del Pacífico",
year = "2024"
}
According to the Peruvian newspaper “Gestión”, Peru stands out as a promising market for business ventures in the gastronomic sector, where only 1% of the 600 new establishments that open every year, end up failing. This success is due to the consumer’s preference for spending on food away from home. In this context, the Churromania franchise, with 27 years of experience in more than 7 countries in the Americas, has identified the opportunity to enter the Peruvian market in 2024. This franchise offers an innovative and differentiated proposal from the traditional churro to the “personalised churro”, with a variety of toppings and made on the spot. Through research, qualitative and quantitative data was collected to identify the various insights of both the Peruvian market and the Peruvian consumer. Among these data, we highlight the dissatisfaction of the target public and the opportunity to position itself in a market that does not yet have a strong loyalty to any particular brand.
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