Plan de comercialización del café “5 generaciones” en el municipio de Marcala, La Paz
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Date
2026-01-01
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
La presente investigación tuvo como objetivo diseñar un plan de comercialización para la empresa Café “Cinco Generaciones” en el municipio de Marcala, La Paz, con el propósito de fortalecer su posicionamiento, incrementar sus ventas y mejorar el reconocimiento de su marca en el mercado local. La empresa se dedica a la producción artesanal de café bajo los procesos de café lavado y café guacuco. El estudio se desarrolló con un enfoque aplicado, descriptivo y de tipo mixto, utilizando encuestas y análisis documental. Los resultados evidenciaron un alto consumo de café, una preferencia por el café molido y un bajo nivel de reconocimiento de la marca. Con base en estos hallazgos, se diseñó un plan de comercialización con estrategias de producto, precio, plaza y promoción, respaldado por un análisis económico que demuestra la viabilidad del proyecto. Se concluye que la implementación del plan permitirá fortalecer la marca, mejorar su presencia comercial y consolidar su crecimiento en el mercado local.
This research aimed to design a marketing plan for the company Café “Cinco Generaciones” in Marcala, La Paz, with the purpose of strengthening its positioning, increasing sales, and improving brand recognition in the local market. The company is dedicated to the artisanal production of coffee using the washed and Guacuco coffee processes. The study was developed with an applied, descriptive, and mixed-methods approach, utilizing surveys and document analysis. The results showed high coffee consumption, a preference for ground coffee, and a low level of brand recognition. Based on these findings, a marketing plan was designed with product, price, place, and promotion strategies, supported by an economic analysis that demonstrates the project's viability. It is concluded that the implementation of the plan will strengthen the brand, improve its commercial presence, and consolidate its growth in the local market.
This research aimed to design a marketing plan for the company Café “Cinco Generaciones” in Marcala, La Paz, with the purpose of strengthening its positioning, increasing sales, and improving brand recognition in the local market. The company is dedicated to the artisanal production of coffee using the washed and Guacuco coffee processes. The study was developed with an applied, descriptive, and mixed-methods approach, utilizing surveys and document analysis. The results showed high coffee consumption, a preference for ground coffee, and a low level of brand recognition. Based on these findings, a marketing plan was designed with product, price, place, and promotion strategies, supported by an economic analysis that demonstrates the project's viability. It is concluded that the implementation of the plan will strengthen the brand, improve its commercial presence, and consolidate its growth in the local market.
Keywords
Plan de comercialización, Marketing digital, Competitividad, Café de especialidad