Propuesta de creación de una cafetería boutique con productos ecuatorianos en la ciudad de Houston.

Abstract

The objective of this research is to analyze the feasibility and viability of a proposal to create a boutique cafeteria with Ecuadorian products in the city of Houston. The same as seeking to respond to a latent need in the market in the face of a growing trend of consumption of coffee-based beverages, according to the NCA (2021) reported that an average consumption per cup of coffee per day was registered for 2021 is 4.6 in average. The methodology of the study is quantitative and exploratory in scope, the sample is made up of 385 people, to whom a survey was applied. The strategies designed are skim price and omnichannel strategy for market entry and, for the reach of the target market, digital marketing. The result of the study determined a positive scenario, viability and feasibility for the proposal showing indicators of a NPV of $99,153.87 and an IRR of 26.82%.