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http://dspace.udla.edu.ec/handle/33000/1309| Tipo de material : | bachelorThesis |
| Título : | Plan de negocios para la creación de un restaurante cafetería para diabéticos en la ciudad de Quito |
| Autor : | Heredia Pico, Sandra Elizabeth Saavedra Sosa, María Belén |
| Tutor : | Aguirre Idrovo, Renzo Xavier |
| Palabras clave : | DIABETES;MARKETING;GASTRONOMÍA;PLANIFICACIÓN |
| Fecha de publicación : | 2012 |
| Editorial : | Quito: Universidad de las Américas, 2012 |
| Citación : | Heredia Pico, S. E.; Saavedra Sosa, M. B. (2012). Plan de negocios para la creación de un restaurante cafetería para diabéticos en la ciudad de Quito (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | El presente trabajo consiste en diseñar un plan de negocios para la implementación de un restaurante para diabéticos en la ciudad de Quito. Para esto se analiza el macro y micro entorno del negocio, determinando sus fortalezas, oportunidades, debilidades y amenazas. El negocio consiste en la venta de platos fuertes, sopas, postres y bebidas, los mismos que contendrán el factor nutricional de cada uno de ellos para que las personas diabéticas puedan consumirlas sin causarles ningún inconveniente en su salud. El negocio contará con personal calificado orientado a brindar un excelente servicio, con productos de alta calidad para que los consumidores se sientan satisfechos. Después de analizar las variables del macro entorno se determina que el negocio es atractivo, ya que la industria de Hoteles y Restaurantes ha incrementado, siendo la segunda industria en el Ecuador que aporta más al Producto Interno Bruto (PIB), siendo atractiva para situar el negocio. |
| Descripción : | The present work is to design a business plan for the implementation of a restaurant for diabetic people in Quito. For this we analyze the macro and micro environment, identifying their strengths, weaknesses, opportunities and threats. The business is the sale of entrees, soups, desserts, and drinks, which contain the nutritional factor on each one, for diabetic people could consume it without causing any inconvenience in their health. The business will have qualified personnel aimed at providing excellent service, high quality products for consumers to feel satisfied. After we analyzed the variables in the macro environment, we determinate that the business is attractive, as the hotel and restaurant industry has increased, the second industry in Ecuador that contributes more to the Gross Domestic Product (GDP), being attractive to place the business. Through market research found that 75% of respondents with diabetes or know someone who has it, indicating a market opportunity, also provides opportunity for the creation of the restaurant for diabetics because of the 286 people who have or know someone who suffers from this disease is 63% complete agreement with the creation of the business. After performing the Market analysis were raised objectives, strategies. Established consumer profile, characteristics, frequency of visit the restaurant, affordability, and the important variables that take into account the consumer to prefer one place. Alongside all this we develop a marketing plan to help position and penetrate the business market, addressing the target segment. The sales forecast is considered to 5 years, taking into account that national currency will continue as the dollar, the business will begin with a total of $52.077, 32 to star its operation. Finally, we conclude that the business is viable since it is obtained in all scenarios a positive VAN, the best being optimistic scenario with a leveraged 137,680.31 VAN and a TIR of 81.24%. |
| URI : | http://dspace.udla.edu.ec/handle/33000/1309 |
| Aparece en las colecciones: | Ingeniería en Marketing |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TIM-2012-01.pdf | TESIS A TEXTO COMPLETO | 1,67 MB | Adobe PDF |  Visualizar/Abrir |
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