Plan estratégico para el establecimiento comercial café temático “Mi Tierra”
Throughout this Project a strategic plan was designed for the commercial establishment Café Temático “Mi Tierra” as the main goal, in conjunction with a market research, an internal and external diagnosis and the development of some strategies. To accomplish this goal, a revision of the relevant literature was performed for the research related to strategic planning and market research. The president of ASORROSA (Asociación de Productores de Cafés de Alta Calidad de Santa Rosa de Cabal And one of the members of the FNC (Federación Nacional de Cafeteros de Colombia) were interviewed in order to get useful and trustworthy information from knowledgeable people who have a lot of expertise regarding to the topic of this research. A 14-question questionnaire was applied to the tourists who visit Santa Rosa de Cabal, with the purpose to identifying what would make the Café Temático “Mi Tierra” more attractive for them; by doing this, it was also evidenced several factors that influence to the consumers ‘purchase decision, likewise their perception regarding special coffees and artisanal environments.