Especialización en Gerencia Estratégica de Marketing

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    Estrategia de Marketing Tradicional para el Posicionamiento de la Marca del Restaurante Pajares de Yerbabuena.
    González-Rubiano, Nickol Natalia; Jiménez-Contreras, Daniela Alejandra; Mosquera-Chaux, Juan Nicolas; Urbano-Montaño, Juanita Daniela; Buitrago-Reyes, Richard Orlando
    The event restaurant Pajares de Yerbabuena, based in Mosquera, Cundinamarca, has faced challenges in brand recognition despite offering a variety of services for social and business events. A lack of investment in traditional marketing strategies and resistance to change have limited its reach in the local market. In response to this situation, the proposed project aims to describe the current strategies being used and to implement social media marketing strategies to improve its positioning. The methodological framework of the project employs a mixed methodology, focused on socioeconomic strata 3 to 6 in Fontibón, Mosquera, and Funza. Data collection is carried out through online reviews, information from the owner and workers, competitor research, and search trends. The results of this research highlight that despite its solid infrastructure and focus on customer service, Pajares de Yerbabuena restaurante faces significant challenges, such as limited presence on social media and the need to adapt to the changing environment. The conclusions emphasize the vital importance of implementing both conventional and digital marketing strategies to improve the restaurant's visibility. It is suggested to increase investment in social media, generate attractive content, and carry out specific campaigns to capture information from potential customers.