Impacto del marketing digital en el Gastrobar “Luna Café” en época de pandemia

Santos Quinche, Mauro Santiago; Duarte Martínez, Carlos Eduardo

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Date

2022

Author

Santos Quinche, Mauro Santiago

Duarte Martínez, Carlos Eduardo

Publicador

Universidad La Gran Colombia

Facultad

Facultad de Ciencias Económicas y Empresariales

TY - GEN T1 - Impacto del marketing digital en el Gastrobar “Luna Café” en época de pandemia AU - Santos Quinche, Mauro Santiago AU - Duarte Martínez, Carlos Eduardo Y1 - 2022 UR - http://hdl.handle.net/11396/7656 PB - Universidad La Gran Colombia AB - On January 30, 2020, COVID-19 was declared a pandemic, which has spread rapidly to people around the world. and according to the (OMS, 2020), more than 118,332 positive cases of this disease were confirmed in 114 countries and 4,291 deaths due to this virus. Upon arrival in Colombia, the National Government declared a Health Emergency by means of resolution 385 of March 12, 2020 throughout the country until May 30. This led to the implementation of new preventive measures through a regulatory framework to be applied throughout the territory, in accordance with OMS guidelines and with the support of local authorities. On March 21, 2020 President Iván Duque announced the following measures details on the mandatory preventive isolation supply in an articulated work between the government and the business sector, the production and supply of food and medicines will be guaranteed throughout the country, in addition to the days of preventive isolation it will be possible to order homes to restaurants directly, or through e-commerce platforms. Considering this problem the research seeks a specific case of a restaurant or gastro bar which has survived the pandemic, wanting to understand what administrative, logistical and digital marketing strategies implemented to sustain in the market in 2020 and continue its operation today. The result of the research to the gastro bar Luna Café after the interview with the owner and the review of the figures of the income statement 2019 and 2020, show solid administrative strategies, such as good management of resources, solidarity with its employees of the operational part, closing the premises at the right times to avoid cost overruns and the desire to implement new digital business techniques such as home applications for certain products of its menu ER - @misc{11396_7656, author = {Santos Quinche Mauro Santiago and Duarte Martínez Carlos Eduardo}, title = {Impacto del marketing digital en el Gastrobar “Luna Café” en época de pandemia}, year = {2022}, abstract = {On January 30, 2020, COVID-19 was declared a pandemic, which has spread rapidly to people around the world. and according to the (OMS, 2020), more than 118,332 positive cases of this disease were confirmed in 114 countries and 4,291 deaths due to this virus. Upon arrival in Colombia, the National Government declared a Health Emergency by means of resolution 385 of March 12, 2020 throughout the country until May 30. This led to the implementation of new preventive measures through a regulatory framework to be applied throughout the territory, in accordance with OMS guidelines and with the support of local authorities. On March 21, 2020 President Iván Duque announced the following measures details on the mandatory preventive isolation supply in an articulated work between the government and the business sector, the production and supply of food and medicines will be guaranteed throughout the country, in addition to the days of preventive isolation it will be possible to order homes to restaurants directly, or through e-commerce platforms. Considering this problem the research seeks a specific case of a restaurant or gastro bar which has survived the pandemic, wanting to understand what administrative, logistical and digital marketing strategies implemented to sustain in the market in 2020 and continue its operation today. The result of the research to the gastro bar Luna Café after the interview with the owner and the review of the figures of the income statement 2019 and 2020, show solid administrative strategies, such as good management of resources, solidarity with its employees of the operational part, closing the premises at the right times to avoid cost overruns and the desire to implement new digital business techniques such as home applications for certain products of its menu}, url = {http://hdl.handle.net/11396/7656} }RT Generic T1 Impacto del marketing digital en el Gastrobar “Luna Café” en época de pandemia YR 2022 LK http://hdl.handle.net/11396/7656 PB Universidad La Gran Colombia AB On January 30, 2020, COVID-19 was declared a pandemic, which has spread rapidly to people around the world. and according to the (OMS, 2020), more than 118,332 positive cases of this disease were confirmed in 114 countries and 4,291 deaths due to this virus. Upon arrival in Colombia, the National Government declared a Health Emergency by means of resolution 385 of March 12, 2020 throughout the country until May 30. This led to the implementation of new preventive measures through a regulatory framework to be applied throughout the territory, in accordance with OMS guidelines and with the support of local authorities. On March 21, 2020 President Iván Duque announced the following measures details on the mandatory preventive isolation supply in an articulated work between the government and the business sector, the production and supply of food and medicines will be guaranteed throughout the country, in addition to the days of preventive isolation it will be possible to order homes to restaurants directly, or through e-commerce platforms. Considering this problem the research seeks a specific case of a restaurant or gastro bar which has survived the pandemic, wanting to understand what administrative, logistical and digital marketing strategies implemented to sustain in the market in 2020 and continue its operation today. The result of the research to the gastro bar Luna Café after the interview with the owner and the review of the figures of the income statement 2019 and 2020, show solid administrative strategies, such as good management of resources, solidarity with its employees of the operational part, closing the premises at the right times to avoid cost overruns and the desire to implement new digital business techniques such as home applications for certain products of its menu OL Spanish (121)

Abstract

El 30 de enero de 2020 fue declarada pandemia el COVID-19, la cual se ha extendido rápidamente a las personas de todo el mundo. Según la (OMS, 2020), confirmo más de 118.332 casos positivos de SARS-CoV-2 en 114 países y 4.291 muertes por causa de este virus. Al llegar a Colombia el gobierno Nacional, declaró Emergencia Sanitaria mediante resolución 385 del 12 de marzo de 2020 en todo el país hasta el 30 de mayo. Esto conllevo a que se implementarán nuevas medidas preventivas a través de un marco normativo que permitiera aplicarlo en todo el territorio, de la mano de las directrices de la OMS y con el acompañamiento de las autoridades locales. El 21 de marzo de 2020 El presidente Iván Duque anunció las siguientes medidas detalles sobre el aislamiento preventivo obligatorio abastecimiento en un trabajo articulado entre el gobierno y el sector empresarial, se garantizará la producción y abastecimiento de alimentos y medicamentos en todo el país, además de los días de aislamiento preventivo se podrá pedir domicilios a restaurantes directamente, a través de plataformas de comercio electrónico. Teniendo en cuenta esta problemática la investigación busca un caso específico de un restaurante o gastro bar el cual haya sobrevivido a la pandemia, queriendo entender que estrategias administrativas, logísticas y de marketing digital implementaron para sostenerse en el mercado en el año 2020 y seguir su funcionamiento en la actualidad. El resultado de la investigación al gastro bar Luna Café luego de la entrevista realizada al dueño y la revisión de la cifras del estado de resultados 2019 y 2020, muestran estrategias administrativas sólidas, como el buen manejo de los recursos, solidaridad con sus empleados de la parte operativa, cerrar los locales en los momentos precisos para evitar sobrecostos y el deseo de implementar nuevas técnicas de negocios digitales como las aplicaciones de domicilios para ciertos productos de su Menú

Abstract

On January 30, 2020, COVID-19 was declared a pandemic, which has spread rapidly to people around the world. and according to the (OMS, 2020), more than 118,332 positive cases of this disease were confirmed in 114 countries and 4,291 deaths due to this virus. Upon arrival in Colombia, the National Government declared a Health Emergency by means of resolution 385 of March 12, 2020 throughout the country until May 30. This led to the implementation of new preventive measures through a regulatory framework to be applied throughout the territory, in accordance with OMS guidelines and with the support of local authorities. On March 21, 2020 President Iván Duque announced the following measures details on the mandatory preventive isolation supply in an articulated work between the government and the business sector, the production and supply of food and medicines will be guaranteed throughout the country, in addition to the days of preventive isolation it will be possible to order homes to restaurants directly, or through e-commerce platforms. Considering this problem the research seeks a specific case of a restaurant or gastro bar which has survived the pandemic, wanting to understand what administrative, logistical and digital marketing strategies implemented to sustain in the market in 2020 and continue its operation today. The result of the research to the gastro bar Luna Café after the interview with the owner and the review of the figures of the income statement 2019 and 2020, show solid administrative strategies, such as good management of resources, solidarity with its employees of the operational part, closing the premises at the right times to avoid cost overruns and the desire to implement new digital business techniques such as home applications for certain products of its menu

URI

http://hdl.handle.net/11396/7656

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