ANALYSIS OF THE 7 P’S OF MARKETING FOR THE TÍA LUCAS GRILL SALT BUSINESS

Abstract

This work focuses on the detailed analysis of the 7 P of marketing applied to the emerging business of “Tía Lucas” barbecue salt in Cuenca, Ecuador. The research highlights the initial challenges faced by the business, such as the lack of health permits, patent and online presence; that limit their ability to access distributor markets and expand. To address these issues, the development of a strategic plan is proposed that includes the creation of a social media presence, obtaining the necessary permits, and an initial financial strategy. The analysis was carried out using a qualitative approach, allowing a comprehensive understanding of the problem and possible solutions. The 7 P of marketing were examined: Product, price, place, promotion, people, processes and physical evidence. Highlighting the importance of each one in the context of the “Tía Lucas” grill salt business. Areas of opportunity were identified and specific strategies were developed to address them. Such as product differentiation, a Premium pricing strategy, the expansion of distribution channels, promotion through social networks and local events. Staff training, process standardization and the design of attractive packaging, among others. The detailed analysis of the 7Ps of marketing provides a solid framework to overcome initial challenges and ensure the growth and sustainability of the “Tía Lucas” grill salt business.