Propuesta para la expansión de un emprendimiento gastronómico familiar en la provincia de Esmeraldas.

Abstract

The gastronomic sector in the province of Esmeraldas is growing, people are undertaking and using social networks as a means to attract customers. The objective of this degree work is to analyze and develop the viability of a proposal for the expansion of a gastronomic enterprise in the province of Esmeraldas, specifically in the southern area of the city of Esmeraldas. Theoretical contributions are used in relation to the thematic areas that are developed in this thesis. In addition, studies with similarities are investigated that serve as references for the adequate analysis of the object of study. In order to know about the preferences and consumption habits of people living in the southern sector of the city of Esmeraldas, the behavior of environmental variables is investigated through the use of PEST analysis and Porter's Five Forces. To know about the demand, an analysis of the market is carried out through the use of qualitative and quantitative research tools that provide the pertinent findings, in addition, a competitive analysis is developed that will significantly influence the decision-making process of Pollo Forastero. The expansion proposal is justified as profitable by the information collected in the surveys and based on the financial and economic viability of the project where the Internal Rate of Return (IRR) is 21,68% and a net present value (NPV) of $144.770,21. Keywords: expansion, entrepreneurship, economic viability, business plan, gastronomic sector, innovation.