Donde Beto : franquicia como modelo de expansión Thesis

short description

  • Undergraduate thesis

Thesis author

  • Arboleda Bolaños, Juan Felipe
  • González Salinas, Carlos Alberto


  • The purpose of this case study is to explore the feasibility of a possible strategic and financial solution aimed at one company in the fast food industry in Bogota, Colombia. The business suffered a contraction in sales during recent years and its forecast exposes the same orientation both in the short and long term. In view of this situation, a need emerges to find a solid and effective model that allows Donde Beto to leave its current state and secure its future. Considering the above, the possibility regarding the development of the franchise concept has been proposed as it is a strategy characterized by brand expansion and market penetration. This conclusion is reached through an exhaustive study of the company’s historical data, adoption of both strategic and financial tools, as well as static simulations. The analysis of these three procedures revealed the stagnation effect endured by the organization, which is supported by the contrast matrices that indicate the need to explore alternatives to continue in the market. In the same way, this diagnosis can be reached through a structural analysis of the strategic sector and a forecast of the operational flow with the current long-term model, which evidently corroborates the deterioration in sales of the company. Therefore, the case study ends up emphasizing that the franchise model is a viable solution for the brand, concerning both the strategic and financial aspects, since the static simulations show a considerable increase in the company’s earnings, revenue and cashflow by 2021. Hence, it is a model to be considered by the managers of Donde Beto, in view of the recommendations and considerations advised in the investigation.

publication date

  • November 21, 2019 3:09 PM


  • Economic-Financial Feasibility
  • Expansion
  • Financial Risk
  • Forecast
  • Franchise
  • Market penetration
  • Operational flow
  • Organizational Diagnosis
  • Profitability
  • Stagnation
  • Strategic Direction
  • Strategic Planning
  • Strategic Thinking
  • Strategy

Document Id

  • 75a1e6c2-a736-49d3-a2ed-b89b2f92358d