Marketing strategies of the family business Café el Golfo, Guayabo Central, Siuna, 2013

Abstract

The research was conducted in the family business “Cafe El Golfo”, located in the Guayabo Central community at 53 kilometers southeast of the municipality of Siuna, Autonomous Region of the North Caribbean Coast (RACCN). It was oriented to the analysis of the marketing strategies they employ; it also describes the actions implemented by the microenterprise, it identifies the market opportunities in this business and proposes strategic actions in relation to the factors influencing this field. The study is descriptive with a qualitative approach. The techniques that were used: individual interviews to owners of the microenterprise, traders and consumers. Direct observation was made in the production area and the storage of product. According to the information that was obtained by applying the instruments in contrast to the theory, it is considered that the family microenterprise “Cafe El Golfo” makes use of marketing strategies, but not entirely. The physical properties of this product promises excellent market opportunities; however, the enterprise needs to complement other marketing strategies with those that they are actually implementing in the business. With regard to the strategic actions proposed, these will serve as a tool for increasing sales in marketing their product.