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Plan de negocios para la creación de un restaurante cafetería para diabéticos en la ciudad de Quito

Abstract:

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%.