Plan de mercadeo para la implementación de “Delicious” catering en Tegucigalpa
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Date
2025-11-06
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
La presente investigación tuvo como propósito evaluar la viabilidad de implementar el servicio de Delicious Catering en Tegucigalpa, Honduras, mediante un estudio de mercado que analizó la demanda, las preferencias de los consumidores y el panorama competitivo local. A través de un enfoque mixto, combinando encuestas a la población y entrevistas a expertos, se identificó un mercado potencial con disposición de pago y una valoración positiva hacia la calidad, la personalización y la presencia digital como factores diferenciadores. Los hallazgos revelan que, pese a la significativa competencia existente, la propuesta de Delicious Catering puede posicionarse estratégicamente en el nicho de servicios personalizados para eventos sociales y corporativos, apalancando su experiencia previa en productos innovadores y la fidelidad de su base de clientes. El estudio concluye con la formulación de un plan de mercadeo orientado a la diferenciación, la sostenibilidad y el fortalecimiento digital, que permitirá a la empresa ampliar su catálogo y consolidar ventajas competitivas sostenibles en el mercado de Tegucigalpa.
The purpose of this research was to evaluate the feasibility of implementing the Delicious Catering service in Tegucigalpa, Honduras, through a market study that analyzed demand, consumer preferences, and the local competitive landscape. Using a mixed-methods approach, combining surveys administered to the population and expert interviews, the study identified a potential market with willingness to pay and a positive perception of quality, personalization, and digital presence as key differentiating factors. The findings reveal that, despite significant competition in the sector, Delicious Catering can strategically position itself in the niche of personalized catering services for social and corporate events, leveraging its prior experience in innovative products and the loyalty of its customer base. The study concludes with the design of a marketing plan focused on differentiation, sustainability, and digital strengthening, which will enable the company to expand its portfolio and consolidate sustainable competitive advantages in the Tegucigalpa market.
The purpose of this research was to evaluate the feasibility of implementing the Delicious Catering service in Tegucigalpa, Honduras, through a market study that analyzed demand, consumer preferences, and the local competitive landscape. Using a mixed-methods approach, combining surveys administered to the population and expert interviews, the study identified a potential market with willingness to pay and a positive perception of quality, personalization, and digital presence as key differentiating factors. The findings reveal that, despite significant competition in the sector, Delicious Catering can strategically position itself in the niche of personalized catering services for social and corporate events, leveraging its prior experience in innovative products and the loyalty of its customer base. The study concludes with the design of a marketing plan focused on differentiation, sustainability, and digital strengthening, which will enable the company to expand its portfolio and consolidate sustainable competitive advantages in the Tegucigalpa market.
Keywords
(Catering, estrategias digitales, investigación de mercado, plan de mercadeo, posicionamiento