Examinando por Materia "DESARROLLO SOSTENIBLE - MEDELLÍN (ANTIOQUIA, COLOMBIA)"

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    Plan de emprendimiento de 4Soul Bakery
    (Universidad EAFIT, 2025) Jaller Cuéter, Indira; Jaller Cuéter, Sara Elena; Rojas de Francisco, Laura Isabel; Echeverry Gómez, Simón
    4Soul Bakery is a dessert enterprise located in the city of Medellin, which has been in the market for more than four years. During this time, the company has faced different situations that have kept it at stable sales levels, but it seeks to increase them, which is why it is proposed to create a sustainable entrepreneurship plan, which is executable and aligned with the needs of the market and consumers. For the development of the entrepreneurship plan, different qualitative instruments were used to address three categories of analysis: business, consumer and market. To understand the consumer, quantitative exploratory research was conducted through survey questionnaires and descriptive analysis. These were applied to 58 current customers of the brand and two entrepreneurs to guide real learning about financial sustainability, product promotion and growth strategies of a venture. The results allowed us to build a demographic and behavioral profile of consumers, who showed a high appreciation for the quality of the ingredients, the image of the product and the emotional experience associated with consumption. With this information, plus an understanding of market trends, competitors and 4Soul Bakery’s capabilities, tactics were established for the growth and sustainability of the venture in the short and medium term, considering operational, financial, commercial and positioning factors.