Análisis empresarial : Caso de estudio Juanmar Restaurante de la ciudad de San Gil, Santander

Abstract

The study case of Juanmar Restaurant located in San Gil that it’s presented in this document have as objective to determine the current business structure in the areas of finance, marketing, human management, and project management. For its development, a sector information gathering phase was carried out, accompanied by tools such as the PESTEL matrix to analyze its opportunities and threats in the different factors; in turn, a literary conceptualization was carried out in each area to understand the research. This was followed by an internal and external analysis, through the Internal Capacity Profile matrix (PCI), the managerial, competitive, financial, technological, and human talent capacities were evaluated; and for its part, the environment was evaluated using the matrix of the Profile of Opportunities and Threats of the Environment considering the economic, political, social, technological and geographical factors. The analysis of the results of the diagnosis were taken to a SWOT matrix, which allowed the identification of strategies to design an improvement plan that would boost the competitive level of the restaurant.