Estudio de viabilidad para la implementación de una franquicia alimenticia aplicada a heladería tailandesa.

Abstract

The research “Feasibility study for the implementation of a Food Franchise” determining the feasibility of franchising a brand and all its components, in the city of Cuenca-Ecuador, towards expanding national wide. The research done by the authors uses a mixed-methods style, by elaborating quantitative research, using a probabilistic method, implementing the use of the infinite formula. The data was collected by a survey to a population of 384 individuals living in the city of Cuenca-Ecuador, raging between the ages of 16 to 40 years old, belonging to a medium-high socioeconomic stratum, selected randomly and voluntarily. The data obtained from the survey were processed through Dashboard and Descriptive Statistics techniques, determining the consumer behavior, preferences between franchises over local establishments, and other social factors. Followed by a qualitative analysis of a focus group, interviewing three business professionals in the city of Guayaquil-Ecuador, which own successful franchises. The data collected helps determine the key factors for the elaborating strategies, policies, and a business model for a successful franchise. The results obtained from the research demonstrates that consumers, as well as, investors prefer ice cream coming from franchises. In addition, the consumers prefer going and purchasing ice cream from the national or international franchise that has a well-set brand image and reputation. To conclude the research, the authors have generated an operating manual with the fundamental tools and standards for franchising the brand, allowing the correct and efficient management of the resources for positioning and consolidation of a successful business.