management in the restaurants subsector of the city of Sincelejo: an analysis from the strategic marketing management

Abstract

The purpose of this work was to characterize the strategic management of the restaurant subsector of the city of Sincelejo, from the perspective of the marketing function.   The study involved descriptive field research with a cross-sectional design.  The population under study was made up of restaurants in the city of Sincelejo that had registration in the Chamber of Commerce in force in 2019, which were addressed through an intentional sample of 42 restaurants.  The information was collected through a list of aspects to be validated that the National Learning Service SENA uses to diagnose the business sector, which were categorized taking into account the strategic planning process in: context analysis, formulation, implementation and evaluation of the strategy.  As a result, it was obtained that the restaurants sampled have characteristics that comply to a "high degree" in the analysis, implementation and evaluation phases of the strategy, while it does not have any characteristics at this level of compliance in the formulation stage.   In addition, they must improve their strategic management in the following aspects: 1) make periodic studies of the competition, 2) supply the annual budgets for the development of the marketing strategy, 3) implement technical sheets of raw materials and finished products and, 4) define and monitor management indicators.