Propuesta de un modelo de negocio para un establecimiento de alimentos y bebidas a base de plátano en la parroquia Roberto Astudillo del cantón Milagro.

Abstract

The following entrepreneurship project consist on the creation of a food and beverages establishment specialized on the elaboration of products based on plantain in the Parish of Roberto Astudillo belonging to the town of Milagro. With this purpose, it was conduct a bibliographic investigation about the impact of gastronomical tourism on a destination, and the importance of the production and consummation of plantain for the Parish of Roberto Astudillo. Afterwards, it was made a market survey that gathered information about the consumption of food and beverages at the Parish of Roberto Astudillo, as the consumption intention of products based on plantain either within the parish as at the nearest towns. With this aim potential customers were surveyed, also an investigation about the current offer of foods and beverages on the emplacement was done, in order to know the existent gastronomic offer. As a result of the market investigation, it was proposed a business model that enables to give an added value to the restaurant with a touristic interpretation of the sowing, harvest and production of the plantain. Finally it was designed a business strategy based on the Canvas system, as the SWOT and the Porter’s forces analysis, also it was applied the Boston Consulting Group Matrix for determining the feasibility of the entrepreneurship.