PLANEACIÓN ESTRATÉGICA DE UNA EMPRESA FAMILIAR DE COMIDA RÁPIDA

Eduardo Magana Magana, Lorena Patricia Licon Trillo, Christian Mauricio Kiessling Davison, Manuel Soto Zapata and Victor Hugo Villarreal Ramirez

Revista Mexicana de Agronegocios, 2013, vol. 32, issue January-June 2013, 12

Abstract: This study was carried out in a food company in Delicias, Chihuahua, which founded in 1975 and offers many different varieties of tortas and hamburgers accompany with carrots and tanning chili peppers prepared by them. The sales have been increasing in the last five years, therefore the owners are worried to diminish its competitiveness and they began a process to be more competitive and change its status to a formal company. The purpose of this study was to conduct a marketing research and a strategic planning to obtain information to setting objectives and competitive strategies. The market segments that attend this small business are: familiar consumers, student and workers who qualified its quality and taste as good. The strengths most important were home service, fresh materials and unique recipe. The opportunities were price of suppliers, high prices of American franchises, consumer's loyalty, increasing demand of food out of home and a strategic location. The EFI matrix was 3.51 which indicated that its strengths were highly above of the industry while the EFE matrix was 2.97 lightly above of the industry and indicated that its strategies to get the opportunities has to be improved. As a conclusion this small business has to improve its management and marketing activities to get the opportunities of its market.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/143923/files/1 ... 0Comida%20r_pida.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:remeag:143923

DOI: 10.22004/ag.econ.143923

Access Statistics for this article

More articles in Revista Mexicana de Agronegocios from Sociedad Mexicana de Administracion Agropecuaria Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().