Diseño de un modelo de negocio, basado en el Modelo de Negocio CANVAS para el restaurante Parrillada del Astillero de la ciudad de Guayaquil, año 2017

Abstract

Abstract:The present investigation consists in designing a business model for the Parrillada del Astillero restaurant in the city of Guayaquil. The main objective of the work is to identify the key aspects of the strategy and represent them on a canvas or CANVAS. The CANVAS method details in nine blocks the way in which companies create, deliver and capture value. Within the research process, tools such as PESTEL analysis, Porter force analysis, SWOT matrix, field studies and observation techniques were used to determine the current context of the restaurant, obtaining relevant information on the real internal and external conditions of the business and in based on this, define the value proposition and the series of strategies to be implemented. The proposed business model incorporates concrete actions to devise and produce distinctive features that allow generating and delivering value to the identified market segments, boosting sales, incorporating technology for the management, control and dynamization of processes, as well as customer loyalty giving them quality products and service based on their needs and recommendations.