Plan estratégico de marketing desde un enfoque ambientalmente sostenible para Schubert Specialty Coffee durante el periodo 2023-2024 en la Ciudad de Cuenca - Ecuador

Abstract

The aim of this study is to develop a strategic marketing plan that promotes environmental sustainability in the operation of Schubert Specialty Coffee. Initially, a comprehensive analysis of the current business situation was carried out, which included internal and external diagnostics using various strategic analysis tools. Subsequently, a market research was conducted to better understand consumer preferences and behavior in relation to environmental sustainability. Based on the results obtained, green marketing strategies were developed with the aim of strengthening the position of the coffee shop in the market, increasing the loyalty of its customers and promoting sustainable practices. These strategies were integrated into the coffee shop value chain and summarized into a Canvas model, providing a clear and structured vision of the business. The proposed plan seeks not only to improve the competitiveness of Schubert Specialty Coffee, but also to contribute to a positive impact on the environment.