Plan de negocios para mejorar la imagen y repotenciar las ventas del restaurante Doña Conchita

Abstract

Abstract: The main objective of this business plan is to improve the image and sales of "Doña Conchita's Restaurant", located at Rumiñahui Canton, neighborhood Selva Alegre, through the use of an added value that will improve the quality of the service without affecting the investment. With six years of experience, this family owned business, Dona Conchita's Restaurant, had prepared a variety of dishes from salchipapas (French-fries and hot dogs), mote con chicharrón (white corn with pork belly), to main dishes. Currently, the speciality of the house or signature dish is the cuy (roasted Guinea pig) and seven other traditional dishes. Based on the mission, vision, values and objectives of the microenterprise; the idea presented in this business plan is to implement marketing strategies with the intention to increase the amount of sales, and to position this business in the gastronomic filed not only at a local but at a regional level. The changes that will increase the sales are associated not only with the quality of the product, but also with the adequate presentation of the restaurant's corporate image. These changes will focus on targeting potential customers, without forgetting the symbiosis between Product, Price, Distribution and Promotion. Therefore, to fulfill the objectives of this business plan; we propose the design of a manual that explain processes, functions, and the formation of an organizational structure that will allow administrators/managers and employees, to objectively understand the operative part of the restaurant.