Viability study for the exploitation of a fast food restoration business in the Balearic Islands
Tutor / director / evaluatorPrats Moreno, Jordi
Document typeBachelor thesis
Rights accessRestricted access - author's decision
The purpose of this project is to carry out a feasibility study of the ESTABLIMENTS VIENA company, a company in the fast food restoration sector, to position itself in the restoration market in the Balearic Islands. For this, the history and evolution of ESTABLIMENTS VIENA has been studied. During all these years, the constant expansion of the chain meant the expansion of its borders beyond Catalonia and had the need to produce its own products, for which in 2003 the meat factory was built in which all meat products are made there, and they pass very exhaustive quality controls. Once placed in the context of ESTABLIMENTS VIENA has the need to create and invest in new territories, nowadays it has been considered appropriate, to develop a viability study to incorporate new customers outside the Catalan territory. In the first place, an internal and external analysis of the company has been carried out within the scope of the restoration sector in order to determine its matrix of strengths, weaknesses, threats and opportunities. Once the SWOT matrix has been developed and the competition analyzed, strategic objectives and their respective SMART objectives have been established, which will help in the attainment of the previous macro objectives. Next, we have studied and defined which market segment is the target for ESTABLIMENTS VIENA. At this point, we will detail a series of proposals to be made during the four-year duration of the action plan that aims to retain new customers. A prior step to customer loyalty is to seduce, meet all their needs, for it have been determined a series of actions to develop, how to promote the company, and in what media publicize, the service offered. Finally, the viability of the marketing plan will be analyzed and ESTABLIMENTS VIENA will have its processes focused in order to minimize potential environmental impacts through efficient management of material and energy resources.
SubjectsNew business enterprises, Food service, Fast food restaurants, Empreses -- Creació, Restauració (Gastronomia), Restauració ràpida
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