Factibilidad de un plan de negocios para la creación de un café-restaurante en la ciudad de Machala.

Abstract

The objective of the work was to develop a business plan for the creation of a café-restaurant in the city of Machala. Using a deductive methodology, information was collected through surveys aimed at a specific population. The results revealed that the initial Café-Book project was adjusted towards a more appropriate proposal, opting for a Café-Restaurant after analysing the needs and preferences of the local market. This strategic change allowed defining the market segment and applying effective commercial strategies, including the implementation of additional services to add value to the business and meet the growing demand. The strategic location of the café-restaurant near educational institutions and commercial areas complements this added value, creating a comfortable and modern environment that enriches the customer experience. Thus, Jenn Coffee is positioned as an attractive and contemporary destination in Machala, aligned with local demands and optimizing customer satisfaction through a high-quality space and connectivity.