Plan de direccionamiento estratégico para la captación de clientes para el Restaurante Gotzzu en el municipio de Chinácota del Departamento Norte de Santander.
Corporación Universitaria Minuto de Dios - UNIMINUTO
La presente investigación se centra en realizar un diseño para la creación de un plan de direccionamiento estratégico, el cual nos ayuda a potencializar la captación de clientes, para el restaurante Gotzzu ubicado en el municipio de Chinácota del departamento Norte de Santander. No obstante, para lograr este objetivo se implementa una serie de recursos, que nos ayudan a potencializar la recopilación de la información al aplicar el instrumento implementando la tecnología, con lo cual se obtiene un mayor alcance; De igual manera, se integran metodologías que combinan el análisis cualitativo y cuantitativo, dando un mejor enfoque en su evaluación, analizando los factores externos e internos por medio del PESTEL, PORTER, DOFA, MEFI y MEFE enmarcando las variables que pueden afectar al Restaurante de manera positiva o negativa, obteniendo de estos información detallada sobre cómo crear estrategias para mejorar el desarrollo de los productos impulsando la presentación del menú, garantizando una estandarización con calidad e innovación, para aprovechar al máximo los insumos y mejorar la logística en la preparación y despacho con lo cual reforzaría la atención suministrada, ya que el Restaurante Gotzuu ofrece platos de alta calidad y aun adecuado precio; No obstante, este presenta algunas falencias reconocidas por las metodologías aplicadas, donde nos indica que el peso de las amenazas es mayor que el peso proporcionado por las fortalezas.
Por lo tanto, la empresa debe mejorar con estrategias innovadoras que no lo retiren de su campo de confort sin arriesgar tanto su imagen como su economía. Adicionalmente se reconocen otras falencias como, la falta de publicidad especialmente al omitir físicamente el letrero del nombre del restaurante y su señalización ya que no se encuentra en la vía principal de Chinácota, de igual manera se recomienda mejorar la infraestructura ya que no tiene la capacidad necesaria para atender a un grupo numeroso de clientes durante un tiempo prolongado.
This research focuses on carrying out a design for the creation of a strategic direction plan, which helps us enhance customer acquisition, for the Gotzzu restaurant located in the municipality of Chinácota in the department of Norte de Santander. However, to achieve this objective, a series of resources are implemented, which help us enhance the collection of information by applying the instrument by implementing technology, thereby obtaining a greater scope; Likewise, methodologies that combine qualitative and quantitative analysis are integrated, giving a better focus on its evaluation, analyzing external and internal factors through PESTEL, PORTER, SWOT, MEFI and MEFE, framing the variables that may affect the Restaurant of positively or negatively, obtaining from them detailed information on how to create strategies to improve the development of products by promoting the presentation of the menu, guaranteeing standardization with quality and innovation, to make the most of the inputs and improve logistics in preparation and delivery. which would reinforce the attention provided, since the Gotzuu Restaurant offers high quality dishes and even adequate prices; However, this presents some shortcomings recognized by the applied methodologies, where it indicates that the weight of the threats is greater than the weight provided by the strengths. Therefore, the company must improve with innovative strategies that do not remove it from its comfort zone without risking both its image and its economy. Additionally, other shortcomings are recognized, such as the lack of advertising, especially by physically omitting the sign of the restaurant's name and its signage since it is not located on the main road of Chinácota. Likewise, it is recommended to improve the infrastructure since it does not have the capacity necessary to serve a large group of clients over a long period of time.
This research focuses on carrying out a design for the creation of a strategic direction plan, which helps us enhance customer acquisition, for the Gotzzu restaurant located in the municipality of Chinácota in the department of Norte de Santander. However, to achieve this objective, a series of resources are implemented, which help us enhance the collection of information by applying the instrument by implementing technology, thereby obtaining a greater scope; Likewise, methodologies that combine qualitative and quantitative analysis are integrated, giving a better focus on its evaluation, analyzing external and internal factors through PESTEL, PORTER, SWOT, MEFI and MEFE, framing the variables that may affect the Restaurant of positively or negatively, obtaining from them detailed information on how to create strategies to improve the development of products by promoting the presentation of the menu, guaranteeing standardization with quality and innovation, to make the most of the inputs and improve logistics in preparation and delivery. which would reinforce the attention provided, since the Gotzuu Restaurant offers high quality dishes and even adequate prices; However, this presents some shortcomings recognized by the applied methodologies, where it indicates that the weight of the threats is greater than the weight provided by the strengths. Therefore, the company must improve with innovative strategies that do not remove it from its comfort zone without risking both its image and its economy. Additionally, other shortcomings are recognized, such as the lack of advertising, especially by physically omitting the sign of the restaurant's name and its signage since it is not located on the main road of Chinácota. Likewise, it is recommended to improve the infrastructure since it does not have the capacity necessary to serve a large group of clients over a long period of time.
Diseñar un plan de direccionamiento estratégico para la captación de clientes para el restaurante Gotzzu en el municipio de Chinácota del departamento Norte de Santander.
Cely Galviz, M. E., Méndez Ruíz, C. E., y Velasco Calderón, L. A. (2024). Plan de direccionamiento estratégico para la captación de clientes para el Restaurante Gotzzu en el municipio de Chinácota del Departamento Norte de Santander.(Trabajo de grado de especialización).Corporación Universitaria Minuto de Dios - UNIMINUTO.