Propuesta estratégica para franquiciar el restaurante La Vaca Loca en la ciudad de Cayambe

The main objective of this project is to develop a strategic proposal in order to implement a franchise business model to the restaurant La Vaca Loca, which is in Cayambe-Pichincha-Ecuador. By defining every requirement needed to set-up this business model and the mains characteristics that this proposal must have so that the brand will be commercialized. The first chapter includes different concepts about the food and beverages industry taken from high academic value sources; with the purpose of giving sustenance to the investigation and helping to determine the main details of the franchise system. Additionally, the second chapter consists in the investigation about the macro environment and the microenvironment where the restaurant takes place nowadays. This will help to define which aspects must be considered and developed. Besides, it will help to identify treats and opportunities that the business is facing or will face when the franchise system takes place. Also, to review the positive and negative aspects in order to set strategies for the restaurant. Regarding the analysis of the results of the investigation. The information gathered from the research of primary and secondary sources will be described in order to analyze the competition, determine the establishment’s consumer profile and, the profile of the ideal client for the sale of the franchise. Ultimately, it will be detailed the financial budget needed for the implementation of the strategies that where established before, based on actions that each department of the company must carry out in order to develop a franchise model.

• Tác giả chính: Villalba Almeida, Alberto Francisco (author)
• Định dạng: bachelorThesis
• Ngôn ngữ: spa
• Được phát hành: 2019
• Những chủ đề: PLANEACIÓN ESTRATÉGICA; FRANQUICIAS; RESTAURANTE; CANTÓN CAYAMBE-PICHINCHA
• Truy cập trực tuyến: http://dspace.udla.edu.ec/handle/33000/10506