TECHNOLOGICAL UNIVERSITY OF ZINACANTEPEC

EDUCATIONAL PROGRAM: T.S.U IN BUSINESS DEVELOPMENT,

MARKETING AREA

PROJECT-UNIT 2

STRATEGIC MARKETING

TEACHER: LIC. CRISTINA MARGARITA VALDEZ PADILLA

EQUIPMENT:
o DAMARIS YARIVETH CASTULO CEBALLOS
o FERNANDO ALAVAREZ GARCIA
o FRANCISCO JAVIER LEYVA SILVA
o GUADALUPE ITXEL PEÑALOZA VAZQUEZ

DN5A

PERIOD: MAY-AUGUST
 4P´S:
1. Product: Products we offer in our cafeteria, such as coffee, tea,
cakes, snacks, etc. It also includes the quality of the products, the
presentation and the variety of options available. Our cafeteria has free
WiFi for a better experience.

2. Price: We use some cafeteria pricing strategies. This implied

determining the prices of the products so that they are attractive for our
clients and at the same time generate an adequate profitability for the
business. Some techniques that we used were the following:

Psychological Pricing: This technique involves setting prices

strategically to influence customers' perception of value. For example,
you can set prices ending in .99 or .95 to make products feel cheaper.

Competition-Based Pricing: In this technique, you research the prices

of direct competitors and set similar or slightly lower prices to attract
customers.
3. Plaza: We refer to the place where the cafeteria is located and how
the products are distributed. The location of the cafeteria must be
strategic, so that it is accessible and attracts customers. We have 3
cafeterias of which 1 is located in the center of Toluca since being a
tourist place it has a lot of demand in the market, another is located in
Zinacantepec, ZINACANTEPEC is a place that does not have many

cafeterias so it is convenient and very profitable our installation and the

last one is in a university, we have Internet, computers and a 100%
equipped space to have meetings of all kinds, our cafeteria is profitable
since we have many equipment’s that make visiting more pleasant our

establishment.
4. Promotion: Promotion and marketing strategies that we will use in
our cafeteria to publicize our products and attract customers:
We have advertising on social networks, we collaborate with other
companies so that they can learn more about us, we also participate in
trade fairs promoting our products, and all this helps us so that our
company can have more demand and profitability within the market.
We have free Internet in the purchase of any of our products
We also have 100% equipped computers so that they can carry out
tasks, research, work, etc.
And we also have an extensive variety of coffees such as:
 STRATEGIC MARKETING PLAN:

Identify your goals:

For our company it is important that we expand as a company, one of
many goals is to make ourselves known in faraway places as well as
nearby, rural and urban, so that it is available for all kinds of people,
another goal is to have branches in almost all a country for a long-term
future, to establish ourselves in a foreign country and internationalize.
Know your customers and competitors:
We are aware that our clients will be more youthful and adult type not
older than 40 years, this is because our coffee company will have for
the range of that age, since in the cafeteria they will go more to eat,
live or even do jobs but not for people over 40, they may only go to eat
or have a coffee but it is more for young people and those under 40,
since there will be trends such as designs for holidays, designs on the
glass, etc. Anything flashy that not so old people are attracted to.
Create your message:
For our company it is important to highlight our message, that is why
we chose an adequate, persuasive and very emotional term which is:
"Every great idea in your life begins with a good coffee in this
wonderful place" and with this the client will come for the coffee, and
think that you will get ideas, which will happen when you see the place
or establishment and your brainstorming will be generated.
Define your budget:
We are contemplating a budget of the balanced amount of 100,000 to
400,000 thousand pesos, this is when we have a crazy, but to go little
by little a budget of 50,000 would be the minimum to invest in
everything related to coffee, and from there the crazy, the design,
glasses, liquid, extras, etc. Every company starts from the bottom and
maybe later partnering with a good budget investor for support in some
cases.

Determine your channels:

To make ourselves known is easier through social networks, since our
age range of the company is more for youth and not so old adults, for
the same reason that they are more attracted by design, experience
and entertainment or company, another channel is The TV, although it
would work better to associate ourselves with a series of a streaming
app to have a greater impact, and that they come to buy our products,
in addition to social networks.
Measure your success:
In our company, measuring success is not based on our achievements
as a company, but we will be happy with what we do, we will have a
good balance in the company and everything in order, as well as the
responsibility of being able to strengthen ourselves with more
companies or more business partners, because What benefits us in
itself from success is our effort to have achieved the impossible,
although achieving a goal is not success, but rather is one more step
towards a popular and modern franchise.

BUSINESS MODEL CANVAS:

Conclusions (differences and why each one is important):
Difference between the canvas model and the business plan.
The model canvas is the market segment, revenue, all customer
relationships, partnership, and cost structure realized. It is used to
launch companies and their business model, but in the same way it is a
market study of the same company and competition.
And the business plan is an executive summary that includes a
situation analysis, a financial plan, as well as strategic marketing and
sales alliances, where financing is sought to refine the implemented
strategy, for which an exhaustive market analysis study is carried out,
as well as the study of the competition.

Because it is important to have both in the company.

It is important to have the canvas model in the company because it is
a tool that helps us to understand a business model and its structure in
depth.
With this model we can visualize all the information that the client has,
our proposals that we offer and how our company generates money.
And the business plan helps us to write the initial plan that structures
and adjusts the project, this so that we reduce the risks that may exist,
where there are planned actions with which we expect a clear
objective, taking into account that said plan must have a good structure
so that we obtain good results.