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http://dspace.udla.edu.ec/handle/33000/5184
Tipo de material : | bachelorThesis |
Título : | Plan de mejoramiento para la panadería Ciabatta en la ciudad de Quito |
Autor : | Pozo Castro, Daniela Alejandra |
Tutor : | Torres Contreras, Diego Patricio |
Palabras clave : | GESTIÓN ESTRATÉGICA;PANADERÍAS;BARRIO KENNEDY-QUITO |
Fecha de publicación : | 2016 |
Editorial : | Quito: Universidad de las Américas, 2016 |
Citación : | Pozo Castro, D. A. (2016). Plan de mejoramiento para la panadería Ciabatta en la ciudad de Quito (Tesis de pregrado). Universidad de las Américas, Quito. |
Resumen : | Panadería Ciabatta es una microempresa dedicada a la elaboración y comercialización de pan artesanal, con más de 15 años de experiencia en el mercado Quiteño... |
Descripción : | Ciabatta bakery is a microenterprise which focuses on making and marketing artisan bread and has more than fifteen years experience in Quitos market. Its growth has stopped in the last few years and that it has been necessary to find new alternatives in order to improve its growth. The proposal plan started with an internal analysis of its mission and vision and it were finding some troubles because of its wrong strategy. Later, it was analyzed some other aspects such as: administration, human resources, marketing, finance and sales, among others. Furthermore, it has been found some strengths of which are important to highlight experience and competitiveness. On the other hand, there were some weaknesses such as: lack of positioning, and low growth. Thus, a more general idea of the enterprise was obtained related through the matrix of Evaluation of Internal Factors (EIF); therefore, the necessity of improving some aspects of the enterprise arose. Regarding to the external analysis of the industry and market was made through qualitative and quantitative research where it was determined that customers are more likely to buy products of excellent quality and variety. Consequently, the responses about the survey lead us to bear in mind the areas that must be enhanced within the bakery. Beyond that, opportunities and threats were identified doing a PESTEL (political, economic, social and technological) analysis and EEF (evaluation of external factors) matrix. Additionally, short, medium and large term objectives were established which are going to focus on sales growth, improvement of the technological design, production chain, quality products and client`s satisfaction. In the plan proposal, it will be in charge of the production chain restructuring in order to enhance the technological area and the creation of a marketing department to improve advertising and positioning of the bakery. Finally, the leverage of the enterprise was considered as the best option to make the improvement plan and on this way get the projected financial flows which were obtained as a result of the following: NPV = USD 38.102,43 and IRR = 44,50%. These numbers show the financial viability of the improvement proposal. |
URI : | http://dspace.udla.edu.ec/handle/33000/5184 |
Aparece en las colecciones: | Ingeniería en Negocios Internacionales |
Ficheros en este ítem:
Fichero | Descripción | Tamaño | Formato | |
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UDLA-EC-TINI-2016-59.pdf | 4,01 MB | Adobe PDF | ![]() Visualizar/Abrir |
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