Plan de negocios para la apertura de la franquicia internacional de alimentos y bebidas In-N-Out Burger, sector Iñaquito, Quito

This business plan aims to determine the feasibility of opening an international fast food franchise in the city of Quito, in the Iñaquito parish. Each chapter of this project is focused on different aspects that involve and detail the characteristics of creating a business, in this case under the In-N-Out Burger franchise. Chapter number one focuses on the theoretical framework, learning about definitions and terms used in the food and beverage industry. The evolution that this industry has undergone is also observed, since its first appearance in the market, and how this industry managed to expand locally and globally, so it is investigated how American franchises have adapted to the Ecuadorian market. The second chapter focuses on the macroeconomic and microeconomic environment that involves the project, matrices such as: SWOT, Porter, PESTAL and Benchmarking are used to analyze the internal and external factors of the market. Through these matrices, political, socioeconomic, cultural and market factors are observed that facilitate the understanding of the path that this project faces. Within the third chapter, marketing is taken to establish our client profile, a primary and secondary information survey is carried out, such as interviews with experts to determine the potential market, in order to specify the price, place, product and promotion strategies that attract future customers to consume the needs that InN-Out Burger can satisfy. An operational plan is proposed, in which decisions are made such as: location of the business, capacity and spatial distribution of the premises, quality policies and production approaches. Finally, in the last chapter a financial plan is developed focused on a truthful scenario, which helps to determine the viability of the project.

• Glavni autor: Armas Márquez, Geovanny Joel (author)
• Format: bachelorThesis
• Jezik: spa
• Izdano: 2020
• Teme: PLANEACIÓN EMPRESARIAL; INDUSTRIA ALIMENTICIA; SECTOR SERVICIOS; SERVICIOS GASTRONÓMICOS; COMIDA RÁPIDA
• Online pristup: http://dspace.udla.edu.ec/handle/33000/12925