Universidad Católica Boliviana "San Pablo"

ABSTRACT The purpose of this project is to determine the feasibility of creating a healthy food catering company aimed at people with obesity and diabetes in Santa Cruz de la Sierra, whose main concern is to provide an alternative to healthy eating and designed for their specific pathologies. , facilitating their daily life and ensuring their comfort. Market studies focused on current clients of catering food and potential clients who suffer from the selected pathologies were carried out. The information obtained in them allowed to know aspects such as demand, preferences, consumption habits, satisfaction and opinion of the Santa Cruz culture and its relationship with food. On the other hand, consultations were also made to people who have experience in cooking and food preparation to learn about technical and production aspects. To ensure a correct business operation, guidelines were established such as mission, vision, values and an organizational structure necessary for the fulfillment of the functions and roles that the company needs. In the commercial area, marketing strategies were developed based on the preferences of potential customers and opportunities identified in the market. Finally, it was possible to respond to the objectives set out in the project, generating respective conclusions to the findings and it was determined that there is technical, commercial, organizational and financial economic feasibility for the creation of this company. Obtaining favorable financial indicators that determine that it would be a valuable investment.