Examinando por Materia "COMPORTAMIENTO DEL CONSUMIDOR - MANIZALES (CALDAS, COLOMBIA)"

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    Estudio de prefactibilidad para un restaurante de birria en Manizales
    (Universidad EAFIT, 2025) Vivas Riveros, Gabriel Andrés; Salazar Gómez, Francisco Javier; Uribe Ochoa, Beatriz Amparo
    This prefeasibility study evaluates the viability of opening a restaurant specializing in beef birria in Manizales, Colombia. Using a mixed-methodological approach, technical, economic, financial, social, legal, and market aspects are analyzed to determine the project's sustainability. The proposal responds to the lack of an authentic offering of this Mexican dish in the city, identifying a business opportunity aligned with current gastronomic trends and the growing demand for differentiated culinary experiences. Therefore, a study of the environment is conducted using a PESTEL analysis, which reveals a favorable political context for entrepreneurship, a stable local economy, a social interest in international cuisine, adequate technical infrastructure, and manageable ecological and legal challenges. In the market context, competitive prices, a strategic location strategy, and a diverse product offering are identified. The organizational planning includes a solid administrative structure with defined profiles, while the financial study projects increasing revenues, with positive evaluation criteria such as Net Present Value (NPV) and Internal Rate of Return (IRR). In addition, an initial investment of 337 million pesos is proposed, partially financed with its own resources and bank loans. In conclusion, the study supports the restaurant's technical, economic, and operational viability, proposing an innovative culinary alternative that contributes to the diversification of the sector in Manizales, boosts the local economy, and promotes Latin American culinary culture through a replicable business model.