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La Jirafa se multiplica: Planificación estratégica para franquiciar y expandir el restaurante hacia nuevos mercados turísticos-gastronómicos
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Avalle, Matías Nicolás
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Universidad Siglo 21
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En este Trabajo Final de Grado, se presenta la expansión del restaurante La Jirafa, mediante un modelo de franquicia, partiendo de la necesidad de dejar operativamente lista a la organización, para replicar su modelo de negocio en nuevos mercados. Se llevó a cabo un análisis situacional, seguido de un análisis interno y del mercado actual, para identificar aspectos relevantes del negocio. Este modelo de franquicia, como vía de crecimiento replicable, se sustenta en una planificación estratégica alineada con el marco teórico. El diagnóstico confirma que la ausencia de estandarización de los procesos, impide la escalabilidad del negocio, por lo que se proponen planes de acción, con objetivos claros “elevar la calificación del servicio”; “optimizar la eficiencia operativa” y “capacitar al equipo en gestión de franquicias”. Además, se proyectan indicadores financieros que demuestran la factibilidad económica de esta propuesta. Se concluye que esta estrategia, permitirá dejar a la organización en condiciones óptimas, para iniciar su expansión, fortaleciendo su futura competitividad. Por último, se recomienda la incorporación de prácticas de sostenibilidad, que mejoren la calidad del servicio y refuercen la responsabilidad social.
This Final Degree Project presents the expansion of the restaurant La Jirafa through a franchise model, arising from the need to prepare the organization operationally in order to replicate its business model in new markets. A situational analysis was carried out, followed by an internal and current market analysis to identify key aspects of the business. This franchise model, as a replicable growth path, is supported by strategic planning aligned with the theoretical framework. The diagnosis confirms that the lack of process standardization hinders the scalability of the business, for which action plans are proposed with clear objectives: “to improve service quality,” “to optimize operational efficiency,” and “to train the team in franchise management.” Additionally, financial indicators are projected that support the economic feasibility of this proposal. It is concluded that this strategy will place the organization in optimal conditions to begin its expansion, strengthening its future competitiveness. Finally, the incorporation of sustainability practices is recommended to improve service quality and reinforce social responsibility.
This Final Degree Project presents the expansion of the restaurant La Jirafa through a franchise model, arising from the need to prepare the organization operationally in order to replicate its business model in new markets. A situational analysis was carried out, followed by an internal and current market analysis to identify key aspects of the business. This franchise model, as a replicable growth path, is supported by strategic planning aligned with the theoretical framework. The diagnosis confirms that the lack of process standardization hinders the scalability of the business, for which action plans are proposed with clear objectives: “to improve service quality,” “to optimize operational efficiency,” and “to train the team in franchise management.” Additionally, financial indicators are projected that support the economic feasibility of this proposal. It is concluded that this strategy will place the organization in optimal conditions to begin its expansion, strengthening its future competitiveness. Finally, the incorporation of sustainability practices is recommended to improve service quality and reinforce social responsibility.