Posicionamiento del Restaurante “Café Cienfuegos”
Fecha
2016-06-26
Autores
Aguilera Álvarez, Alberto
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Central "Marta Abreu" de la Villas.
Resumen
Considerando que los estudios de posicionamiento sobre restaurantes en Empresas Extrahoteleras son muy limitados o nulos y que en condiciones actuales el país en los lineamientos del IV Congreso del PCC ha hecho énfasis en el fortalecimiento de la competencia en el mercado, se implementa el presente trabajo investigativo, que plantea como objetivo general el diseño de una propuesta de estrategia de posicionamiento para el restaurante “Café Cienfuegos”. La elaboración de la misma se sustenta en la aplicación de diversas prácticas, principios y tendencias modernas de la gestión empresarial reconocidas en la investigación bibliográfica realizada. Así mismo se realizó un diagnóstico del objeto de estudio haciendo uso de diversas técnicas como entrevistas, análisis de concordancia de Kendall, tormenta de ideas, análisis de documentos, observación directa y análisis DAFO, pudiendo identificar donde están los principales problemas internos del restaurante extrahotelero que permitan determinar los planes de acción a seguir con el fin de lograr la situación deseada. El procedimiento de Sardiñas (2014) trajo consigo que uno de los principales problemas está relacionado con la información del producto, tanto nacional como internacional. Como resultado fundamental de la investigación se obtuvo un conjunto de acciones que conforman una estrategia de posicionamiento que permitirá mejorar la situación actual no deseada del restaurante objeto de estudio.
Taking into account that positioning studies on restaurants in extra-hotel companies are very limited or null and that in the current conditions in which our country following the PCC`s IV Congress guidelines has made emphasis on strengthening competition in the market, the present research is implemented and sets as main objective the design of a proposal of positioning strategy for the restaurant "Cafe Cienfuegos". The elaboration of this proposal is sustained in the application of diverse practices, principles and modern tendencies of business management recognized in the carried out bibliographical research. Likewise, it was carried out a diagnosis of the subject under study through various techniques such as interviews, Kendall`s analysis of agreement, brainstorming, document analysis, direct observation, and DAFO analysis, being able to identify where are the main internal problems of the extra-hotel restaurant which allow to determine the action plans to achieve the desired situation. The Sardiñas` procedure (2014) brought about that one of the main problems is related with product information, in both national and international settings. As fundamental result of the investigation, a group of actions was obtained that conforms a positioning strategy that will improve the current not-desired situation of the restaurant under study.
Taking into account that positioning studies on restaurants in extra-hotel companies are very limited or null and that in the current conditions in which our country following the PCC`s IV Congress guidelines has made emphasis on strengthening competition in the market, the present research is implemented and sets as main objective the design of a proposal of positioning strategy for the restaurant "Cafe Cienfuegos". The elaboration of this proposal is sustained in the application of diverse practices, principles and modern tendencies of business management recognized in the carried out bibliographical research. Likewise, it was carried out a diagnosis of the subject under study through various techniques such as interviews, Kendall`s analysis of agreement, brainstorming, document analysis, direct observation, and DAFO analysis, being able to identify where are the main internal problems of the extra-hotel restaurant which allow to determine the action plans to achieve the desired situation. The Sardiñas` procedure (2014) brought about that one of the main problems is related with product information, in both national and international settings. As fundamental result of the investigation, a group of actions was obtained that conforms a positioning strategy that will improve the current not-desired situation of the restaurant under study.
Descripción
Palabras clave
Actividad Turística, Empresa Extrahotelera, Diagnóstico Estratégico, Restaurante “Café Cienfuegos”