Propuesta de un modelo de negocio para la creación de un restaurante tipo temático en la ciudad de Cuenca en el periodo 2019

Abstract

The present title work proposes a business model for the creation of a thematic restaurant in the city of Cuenca, the theme chosen for the restaurant is the Ecuadorian Amazon, due to its exotic and exquisite cuisine, as well as its unique nature that can be transmitted to the diners through the physical atmosphere of the place. A diagnostic analysis of the food service sector was carried out in the country and, specifically, in the city of Cuenca, which allowed highlighting the business opportunity and competitive advantage. Based on this, a market study was developed with the objective of knowing the characteristics of the target market segment, continuing with an analysis of the micro and macro environment, establishing a structured and complete marketing plan, and continuing with the strategic analysis that will be essential to base an organizational philosophy, finally a financial study is made to know the viability of the project and risk mitigation measures are established once they have been identified.