Plan de Negocio para apertura de la Franquicia de la marca Cielito Lindo Mexican Food para las ciudades de Ambato y Baños de Agua Santa, provincia de Tungurahua

Abstract

This project has a proposal to present a Business Plan for the opening of the franchised brand Cielito Lindo Mexican Food in the cities of Ambato and Baños de Agua Santa, of the Tungurahua Province, taking advantage of the entrepreneurial opportunities that these two markets offer to satisfy the needs in taste for Mexican cuisine and contribute to the extension of the brand in our country. For the research methodology, the inductive and deductive methods are used applying techniques for data collection such as observation and surveys with the samples of the population being studied, the results processed and analyzed through SPSS contribute to determine the demand for Mexican cuisine with 93.70% in the city of Ambato and 92.20% in the city of Baños de Agua Santa, an important factor in the preferences of the client was identified as the environment and hygiene, the quality and flavor are also considered very important factors in the purchasing decision, furthermore it was known that the favorite means for communication for clients to inform themselves of new restaurants is through social networks. These data contribute to the approach of the proposal with the development of the Marketing plan with branding strategies, product differentiation, market entry, merchandising and communication, the technical plan was furthered through the description of the organizational structure, location, processes and functions manual, security plan, waste management, and finally the financial plan to verify the viability and profitability of the project.