Plan de negocios para el restaurante Casa Kuri, sector La Media Luna, ciudad de Riobamba.

Abstract

The restaurant "Casa kuri" does not have a business plan so, so it does not provide good food service to its diners and does not meet the mínimum score to be part of the registry tourism from Riobamba city, which makes growth, expansión, and market positioning impossible. The research developed a business plan for the restaurant "Casa Kuri", carrying out a situational diagnosis, administrative, technical, and process structure, and the economic and financial study of the restaurant. The research was carried out in three stages: in the first stage a situationa1 diagnosis was developed , both internally and externally through a SWOT, the second stage the technical, administrative, and process structure was developed creating a quality manual, a marketing plan, and finally the economic and financial study was developed where the investment for the development of the project was analyzed by calculating the income statement, cash flow and in the financial evaluation the NPV and IRR, benefit-cost ratio and the year of recovery. The data obtained in the survey showed a 95% acceptance of the creation of a topica1 restaurant, with a potential demand of 109,421 people, an objective demand of 86% is estimated, marketing strategies were proposed, for the execution of this project an investment of $192,124.05. The recovery of the investment will be in the fourth year. To sum up, the results obtained reflect that the project is viable, wjth an equity capital of 75%, the establishment is located in an area of commercial growth with pedestrian and road affluence, demonstrating that the business plan is a mechanism that helped to position itself as a Cultural Topica1 restaurant in the Chimborazo province.