Examinando por Materia "COMPORTAMIENTO DEL CONSUMIDOR - MEDELLÍN (COLOMBIA)"

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    Estudio de prefactibilidad para crear una empresa enfocada en la alta repostería con productos bajos en calorías y café de especialidad en el Valle de Aburrá
    (Universidad EAFIT, 2025) Viloria González, Roberto David; Salazar Gómez, Francisco Javier; Uribe Ochoa, Beatriz Amparo
    This study presents a prefeasibility analysis for the creation of a healthy bakery in Medellín, aimed at evaluating its technical, administrative, legal, and financial viability. The bakery sector is highly competitive, price-sensitive, and characterized by narrow margins, which requires efficient, volume-oriented business models supported by a clear brand positioning and a differentiated value proposition. The environmental and market analysis examined key factors affecting the food industry and consumer behavior, identifying a niche of consumers interested in healthier alternatives without sacrificing taste or quality. As a relevant external factor, the study acknowledges the current political instability and polarization in Colombia, which influence consumer confidence and spending behavior. The technical study defined a delivery-based operating model, while the administrative and organizational study established the internal structure and labor costs. The legal study identified the requirements for formal operation. Finally, the financial study, developed exclusively using secondary sources, consolidated revenue, cost, and investment assumptions over a five-year horizon. Results indicate that the project is financially feasible, provided efficient cost control and pricing discipline are maintained.