ABSTRACT

In this document, we develop the strategic planning of the Quillqa Caf

company in order to provide to this organization the basic tools that make possible
the growth in the category of coffee shops located in the capital city of Lima.
This strategic plan is the result of a thorough internal and external factors
analysis of this organization; they allowed us to know and identify its opportunities,
weaknesses, threatens and strengths. We also designed strategies which ones
were the result from different matrix process and the alignment of their results
along with the set goals to reach the main objective: achieve the vision of the
company.
The coffee shop category configures a very attractive market segment; this
might be explained by the fact that this country is considered not only a potential
coffee producer but also a place with the best-certified quality of this grain
worldwide. That is why in the past years, some national and international
companies began to operate in this sector, taking advantage of this factors.
In the other hand, we have to consider that despite those factors, the
national consume of this drink is minimal in relation to other countries. Therefore,
seeing this as an opportunity, the proposed strategies spin around spreading the
coffee culture through various advertising activities, they also exploit the very
singular literary theme that links culture with food.