Diseño de estrategias para mejorar el posicionamiento en la cadena de Restaurantes una vaca en el Tejado
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La cadena de restaurantes de comida criolla “Una Vaca en el Tejado” ubicada en la ciudad de Guayaquil, presenta un bajo posicionamiento derivado de la falta de control de inventarios, poca capacitación del personal, falta de publicidad y personal polivalente. Con base a esta problemática, se recolectó información de fuentes primarias y secundarias para el diseño de estrategias para mejorar el posicionamiento de la cadena de restaurantes. A través de una investigación descriptiva y analítica, se recolectó información de los ciudadanos de Guayaquil por medio de encuestas y un análisis del sistema de gestión de información de la empresa ARMELUSI S.A. propietaria de “Una Vaca en el Tejado”. Los principales resultados indicaron que el 86% de la población desconoce los productos que ofrecen los restaurantes, el 12% desconoce la existencia de éstos. El manejo de los inventarios se maneja a través de Excel, por lo que no es preciso y no se actualiza constantemente. Por ello, se propusieron estrategias para el mejoramiento de la situación actual de la empresa con el diseño de redes sociales y estrategias de marketing para captar más clientes, la capacitación del personal de cocina y servicio al cliente, para mejorar la experiencia de los clientes y la aplicación de un software gratuito de control de inventarios. Esto, permitirá mejorar el posicionamiento de la empresa en el mercado.
The typical food restaurant chain “Una Vaca en el Tejado” located in the city of Guayaquil has a low position derived from the lack of inventory control, poor staff training, lack of publicity and versatile staff. Based on this problem, information was collected from primary and secondary sources to design strategies to improve the positioning of the restaurant chain. Through a descriptive and analytical investigation, information of the citizens of Guayaquil was collected through surveys and an analysis of the information management system of the company ARMELUSI S.A. owner of "A Cow on the Roof". The main results indicated that 86% of the population is unaware of the products offered by restaurants, 12% are unaware of their existence. Inventory management is handled through Excel, so it is not accurate and is not constantly updated. Therefore, strategies were proposed to improve the current situation of the company with the design of social networks and marketing strategies to capture more customers, the training of kitchen staff and customer service, to improve the customer experience and the application of a free inventory control software. This will allow improving the positioning of the company in the market.
The typical food restaurant chain “Una Vaca en el Tejado” located in the city of Guayaquil has a low position derived from the lack of inventory control, poor staff training, lack of publicity and versatile staff. Based on this problem, information was collected from primary and secondary sources to design strategies to improve the positioning of the restaurant chain. Through a descriptive and analytical investigation, information of the citizens of Guayaquil was collected through surveys and an analysis of the information management system of the company ARMELUSI S.A. owner of "A Cow on the Roof". The main results indicated that 86% of the population is unaware of the products offered by restaurants, 12% are unaware of their existence. Inventory management is handled through Excel, so it is not accurate and is not constantly updated. Therefore, strategies were proposed to improve the current situation of the company with the design of social networks and marketing strategies to capture more customers, the training of kitchen staff and customer service, to improve the customer experience and the application of a free inventory control software. This will allow improving the positioning of the company in the market.
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ESTRATEGIA, POSICIONAMIENTOS, RESTAURANTES