Regresar

Plan de negocios para la implantación de un restaurante móvil de comida rápida en la ciudad de Quito

Abstract:

Today in Ecuador there are numerous fast Food street vendors that do not guarantee the quality and freshness of the Food they sell. According to this current factor, a business opportunity appears for launching a mobile restaurant under a well-defined business structure in the city of Quito. It will take the opportunity to be pioneers in this business with a new concept for Ecuador, applying the respective marketing and communication strategies with our target market. In this context, the objective of this study was to determine the feasibility of creating a fast Food mobile restaurant in Quito. To achieve this, several researches were driven, including a study regarding the actual situation of Ecuador, a market research with the target group; target market so as experts, and a financial analysis to define the economic viability of this business plan. As a result of the studies of the current situation in Ecuador, we realize that the Ecuadorian Government has driven growth of loans to SME enterprises. Also for the year 2011, the GDP growth projection of the industry was 6.48%, compared to GDP country of 5.24%. This specifies that the industry has grown faster than total GDP and is therefore beneficial to the business in question. With a quantitative market research of 400 respondents, a qualitative research with two focus groups and three interviews with experts, we could state that the business concept, although not as well known in Ecuador, is accepted. The main insights that came from the market research enable to set out marketing strategies to achieve proper positioning in the minds of the target market After the financial analysis we may conclude that the initial investment will be $98.255,68. 30.53% of the investment will came through shareholders' equity and 69.47% will be challenging leveraged. The net value of the business plan is $164.853,14 with a discount rate of 16.03%. Likewise, the internal rate of return is 41.38%.