Análise da viabilidade econômica e mercadológica para empreender uma saladeria em Piumhi/MG

Abstract

The goal of this project was to analyze the economic and market viability of opening a salad bar, a restaurant specialized in salads, in the city of Piumhi, Minas Gerais, through a business plan. The study was carried out in a detailed and rigorous manner in an attempt to determine which steps must be taken to achieve the business purposes, reducing its risks and uncertainties. An extensive bibliographic study was carried out to build a solid basis for this work. Concepts and theories about entrepreneurship and the main aspects of a business plan, such as the definition of products and services, marketing plan, strategic and financial analysis, among others, were key elements for the realization of this project. A comprehensive market research, descriptive and quantitative, was carried out to identify the opportunities of this new business and to know the characteristics of the consumer market and, thus, better define the company's positioning. Qualitative analyzes of the competition were also carried out, using the Hidden Client technique, to get to know the main competitors of this new venture, their strengths and weaknesses and their actions in the region. Finally, interviews were also carried out with entrepreneurs from Belo Horizonte, who work in the healthy food segment, as well as horticultural suppliers from Piumhi and its environs, to support important decisions on this business. This entire study and construction process of the business plan allowed determining the feasibility of the enterprise in the face of the consumer market, its competitors, the financial analysis and the positioning and expansion strategies estimated to achieve the determined purposes and objectives.