Bibliographic citations
Ramírez, B., Gutiérrez, L. (2015). El Marketing estratégico de la franquicia española "Cervecería 100 Montaditos" como facilitador para la tropicalización de sus productos en la ciudad de Trujillo - Perú, para el año 2016 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/7986
Ramírez, B., Gutiérrez, L. El Marketing estratégico de la franquicia española "Cervecería 100 Montaditos" como facilitador para la tropicalización de sus productos en la ciudad de Trujillo - Perú, para el año 2016 [Tesis]. PE: Universidad Privada del Norte; 2015. https://hdl.handle.net/11537/7986
@misc{sunedu/3006112,
title = "El Marketing estratégico de la franquicia española "Cervecería 100 Montaditos" como facilitador para la tropicalización de sus productos en la ciudad de Trujillo - Perú, para el año 2016",
author = "Gutiérrez Mauricio, Liz Ángela",
publisher = "Universidad Privada del Norte",
year = "2015"
}
ABSTRACT During the last few years, we have been witnessed a remarkable economic growth of Peru, different factors have made it possible that Peru confronts the various global economic crisis that until today still generate impact in leading countries. The Peru now, is a fully international country, different businesses as franchise continue to expand at an incredible speed. Approximately, more than 60% of franchises in the country are foreigners and with respect to the food industry 37 % of this total is from United States; in addition to the recognized brands installed in the country like McDonald's, KFC, Pizza Hut, many brands are joining the franchises boom in Peru. This investigation includes a detailed study of the franchise “Cervecería 100 Montaditos” focusing on strategic marketing, fundamental aspect for the franchise can adapt properly. Also the profitability of the Spanish franchise “Cervecería 100 Montaditos” is evaluate through financial indicators. This research serves as material information and support for those who are interested in investing in franchises linked to the food industry because “100 Montaditos” is the chain's most recognized franchises in Europe which operates about three hundred restaurants and every three days, open a new restaurant in the world. Currently have local established in countries like Italy, Portugal, Mexico, United States, Colombia and Chile. For this study, the information was collected through qualitative and quantative research through fieldwork determining current customer preferences, tastes and their willingness to consume a new product. As well as a proposal for a marketing plan franchise is presented in the city of Trujillo, considering different strategies that lead to the acceptance by the consumer and will be exposed to throughout this report.
This item is licensed under a Creative Commons License