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Advisor(s)
Abstract(s)
Este projeto tem como objetivo principal realizar uma análise de mercado (concretamente, um estudo do potencial de mercado) que fundamente o desenvolvimento de um modelo de negócio que consiste na concretização de um restaurante de gastronomia africana, possibilitando, não apenas aos africanos residentes em Bragança matarem saudades dos seus pratos prediletos, mas também permitir que pessoas provenientes de outras etnias e culturas entrem em contacto com a gastronomia africana, que é também parte integrante da sua cultura, assim como da cultura de qualquer povo. Ao longo do projeto, será desenhado o plano de negócio que permitirá concorrer, de forma inovadora e diferenciadora, no mercado de restauração, com o intuito de aproveitar as potencialidades deste mercado, entregando maior valor e experiência ao cliente que a restante concorrência. O número de imigrantes em Portugal tem vindo a aumentar com o tempo. Tal facto, gera a constituição de pequenas comunidades oriundas de diversos cantos do mundo. Por outro lado, o número de turistas em Portugal tem vindo a aumentar de forma contínua, abrindo espaço para o desenvolvimento de áreas como a hotelaria e a restauração/gastronomia. Adicionalmente, Bragança é uma cidade que possui a sua economia centrada no Instituto Politécnico de Bragança, instituição que recebe anualmente alunos de todos os continentes, incluindo uma grande comunidade do continente africano. Face ao exposto e com base nos pressupostos considerados, conclui-se que o projeto se mostra economicamente viável, assumindo por base o cenário realista.
The main objective of this project is to carry out a market analysis (specifically, a study of market potential) that underscores the development of a business model that consists in the realization of an African gastronomy restaurant, enabling, not only Africans living in Bragança to miss their favorite dishes, but also to allow people from other ethnicities and cultures to come into contact with African gastronomy, which is also an integral part of their culture, as well as the culture of any people. Throughout the project, the business plan will be designed that will allow to compete, in an innovative and differentiating way, in the restaurant market, in order to take advantage of the potential of this market, delivering greater value and experience to the customer than the rest of the competition. The number of immigrants in Portugal has been increasing over time. This generates the constitution of small communities from different corners of the world. On the other hand, the number of tourists in Portugal has been increasing continuously, making room for the development of areas such as hospitality and restaurants/gastronomy. Additionally, Bragança is a city that has its economy centered on the Polytechnic Institute of Bragança, an institution that receives students from all continents annually, including a large community of the African continent. Therefore, based on the considered assumptions, it is concluded that the project is economically viable, assuming the basis of the realistic scenario.
The main objective of this project is to carry out a market analysis (specifically, a study of market potential) that underscores the development of a business model that consists in the realization of an African gastronomy restaurant, enabling, not only Africans living in Bragança to miss their favorite dishes, but also to allow people from other ethnicities and cultures to come into contact with African gastronomy, which is also an integral part of their culture, as well as the culture of any people. Throughout the project, the business plan will be designed that will allow to compete, in an innovative and differentiating way, in the restaurant market, in order to take advantage of the potential of this market, delivering greater value and experience to the customer than the rest of the competition. The number of immigrants in Portugal has been increasing over time. This generates the constitution of small communities from different corners of the world. On the other hand, the number of tourists in Portugal has been increasing continuously, making room for the development of areas such as hospitality and restaurants/gastronomy. Additionally, Bragança is a city that has its economy centered on the Polytechnic Institute of Bragança, an institution that receives students from all continents annually, including a large community of the African continent. Therefore, based on the considered assumptions, it is concluded that the project is economically viable, assuming the basis of the realistic scenario.
Description
Mestrado em IPB-ESTG e ASSOCIAÇÃO DE POLITÉCNICOS DO NORTE (APNOR): Instituto Politécnico do Cávado e do Ave, P. Porto, Instituto Politécnico de Viana do Castelo
Keywords
Africa Restauração Turismo Inovação Cultura