Citas bibligráficas
Garibay, E., Chacaliaza, K. (2023). Gestión del cambio para el incremento del ticket promedio del área de confitería de una cadena de cines: Marketing Mix [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/671121
Garibay, E., Chacaliaza, K. Gestión del cambio para el incremento del ticket promedio del área de confitería de una cadena de cines: Marketing Mix [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/671121
@misc{renati/411674,
title = "Gestión del cambio para el incremento del ticket promedio del área de confitería de una cadena de cines: Marketing Mix",
author = "Chacaliaza Jimenez, Karen Teresa",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The present professional proficiency work consists of the case study of the company Cinemark del Perú S.R.L. The objective is to analyze and provide solution options to the problem of the reduction of the average ticket in the confectionery area. In 2018, Indecopi imposed a measure on cinemas that authorized spectators to enter into the theaters with food purchased outside the cinema. This decision meant a blow to food and beverage income in the sector, even more when it represents, practically, half of its sales. Likewise, in 2020, as a consequence of the covid-19 pandemic, movie theaters were closed for a period of 16 consecutive months, which caused large economic losses and required a rethinking of recovery strategies. In order to understand the causes of the problem and to design solution strategies, the company and its environment were studied. The collection instruments were: in-depth interviews, observation method and surveys. In addition, 14 academic articles related to the problem were analyzed, corresponding to quartiles Q1 to Q3 of the Scopus database; as well as theoretical models related to the marketing mix and change management.
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