Plan de negocios para el restaurante temático del centro de bordados Cuenca, provincia de Azuay

Abstract

The main objective of this research was to create a business plan for the theme restaurant of the embroidery centre of Cuenca city. This plan, in turn, will become a guide and support for decision-making, with competitive strategies for the conservation of the traditions, customs, and identities of the Ecuadorian south through embroidery work manufactured by indigenous women who are members of the centre. The target population selected for this research was a group formed by 10,579 people whose information came from surveys through random sampling. According to the collected data, 98% of the population would choose to consume in a thematic restaurant with traditional meals and popular prices; 86% know what a thematic restaurant is. These are encouraging results as well as other data showing the needs of the population. The proposal contains administrative tools such as the PESTEL matrix, SWOT, in the same way, the philosophy corporate, product differentiation strategies, e-commerce, discounts, promotions, technical, administrative, and financial studies determining the profitability applying indicators such as the Net Present Value (NPV) of $ 8495.88; an Internal Rate of Return (IRR) of 22% managing to cover the obligations with growth and viability. The fields monitoring to enhance them according to the degree of effectiveness are the processes, marketing mix, based on market requirements, maintaining the principles of quality and customer service.