Análisis y elaboración de un plan estratégico para introducir en el mercado la franquicia Restaurante el Tapao Exótico en la Ciudad de Esmeraldas Provincia Esmeraldas
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2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En la cuidad de Esmeraldas hay los diferentes restaurantes de comida típicas pero no cuentan con los servicios adecuados por esta razón, el restaurante tapao exótico dará los servicios de adicionales, como parqueadero sala para niños y un ambiente acogedor. También impulsara el desarrollo de la provincia con el restaurant de comidas “el tapao exótico” por intermedio de franquicias. Se observa en el estudio que el restaurant tiene una excelente acogida de clientela, lo cual el espacio físico es muy pequeño para continuar atendiendo en un solo local. La metodología utilizada fue un estudio del tipo bibliográfico y documental, donde se recabo información para conocer que se necesita para poder llevar a cabo un programa de ventas de franquicias en la ciudad de Esmeraldas para el crecimiento del negocio. Se acudió a la técnica de la encuesta para conocer directamente de los clientes, a cerca de la atención, servicio, precio, gustos, preferencias de los platos y si estarían dispuesto adquirir una franquicia. Así mismo, se elaboró un Marco Teórico con temas que sustentan nuestro trabajo investigativo. Luego del análisis correspondiente se presenta una propuesta de un estudio de factibilidad para la creación un local modelo con todas las infraestructuras que sirva de base para las ventas de franquicias.
Se elabora un plan el mismo que contiene estudio de mercado, estudio organizacional, estudio técnico y estudio financiero. La estructura organizacional estará compuesta por Gerencia General, El Departamento de Asesoramiento de Programa Agrícola, Centro de investigación de alimentación y desarrollo, Departamento de Producción Agrícola y el Departamento de Administración. Además, se desarrolló un FODA del posible negocio. El estudio técnico describe el proceso de cómo se llevará acabo a construcción de local el área en el que se trabajará, la dimensión de cada uno de ellos. El negocio va estará establecido donde funciona actualmente en la “Y” de vuelta larga. Por último se realizó un plan financiero, donde el Balance General nos demuestra, el crecimiento financiero de la empresa durante los cinco años. El Estado de Resultado Integrales nos indica una utilidad promedio durante los cinco años de $34520,2 El Flujo de Caja nos expresa la liquidez de la empresa para cubrir todas sus obligaciones contractuales. El negocio muestra un VAN de $135.529,02 y una TIR de 79,43%.
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In the city of Esmeraldas there are different restaurants of typical food but do not have adequate services for this reason, the restaurant will Tapao exotic additional services such as parking room for children and a cozy atmosphere. Also boost the development of the province with the restaurant meal "exotic Tapao" through franchises. It is noted in the study that the restaurant has an excellent host of clientele, which the physical space is too small to continue serving in one location. The methodology used was a study of bibliographical and documentary type, where information was gathered to learn it takes to carry out a program of franchise sales in the city of Esmeraldas for business growth. He went to the survey technique to learn directly from customers, about the attention, service, price, preferences of the dishes and if they would be willing to purchase a franchise. Also, a theoretical framework with themes that underpin our research work was developed. After the corresponding analysis a proposal for a feasibility study for creating a local model with all infrastructures as a basis for franchise sales is presented. A plan containing the same market research, organizational study, technical study and financial study is made. The organizational structure will consist of General Management, Department of Agricultural Advisory Program, Research Center for Food and Development, Department of Agricultural Production and Management Department. In addition, a SWOT of possible business developed. The technical study describes how the process will take just building local area in which the dimension of each of them will work. The business will be established where now the "Y" long back. Finally a financial plan, where the Balance Sheet shows the financial growth of the company over the five years was performed. The statement of comprehensive result indicates an average value over the five years of $ 34,520.2 Cash Flow expresses us the liquidity of the company to meet all its contractual obligations. The business shows a NPV of $ 135,529.02 and an IRR of 79.43%.
In the city of Esmeraldas there are different restaurants of typical food but do not have adequate services for this reason, the restaurant will Tapao exotic additional services such as parking room for children and a cozy atmosphere. Also boost the development of the province with the restaurant meal "exotic Tapao" through franchises. It is noted in the study that the restaurant has an excellent host of clientele, which the physical space is too small to continue serving in one location. The methodology used was a study of bibliographical and documentary type, where information was gathered to learn it takes to carry out a program of franchise sales in the city of Esmeraldas for business growth. He went to the survey technique to learn directly from customers, about the attention, service, price, preferences of the dishes and if they would be willing to purchase a franchise. Also, a theoretical framework with themes that underpin our research work was developed. After the corresponding analysis a proposal for a feasibility study for creating a local model with all infrastructures as a basis for franchise sales is presented. A plan containing the same market research, organizational study, technical study and financial study is made. The organizational structure will consist of General Management, Department of Agricultural Advisory Program, Research Center for Food and Development, Department of Agricultural Production and Management Department. In addition, a SWOT of possible business developed. The technical study describes how the process will take just building local area in which the dimension of each of them will work. The business will be established where now the "Y" long back. Finally a financial plan, where the Balance Sheet shows the financial growth of the company over the five years was performed. The statement of comprehensive result indicates an average value over the five years of $ 34,520.2 Cash Flow expresses us the liquidity of the company to meet all its contractual obligations. The business shows a NPV of $ 135,529.02 and an IRR of 79.43%.