Matilda Yerba Mate Store

This final project is a proposal of creating and launching a restaurant/bar in Buenos Aires, Argentina, named “Matilda Yerba Mate Store” . It was originally thought as a unique bar that does not exist in Buenos Aires so it will cover a gap that has been identify in the market. The Yerba Mate is the traditional and cultural beverage in the country. One of it characteristic is that is that it is not a conventional or traditional bar because it is fully related to expand a big part of the culture of the country by orientating the bar to sell products of yerba mate, something so typical of Argentina. This business plan is going to start with explaining the background situation in order to know more about the market situation and the current status of the project. It contains a very deep market research analysis about different topics that are related to the business,but more focused on the tourist because it will be orientated to them. The literature review will be used to understand the consumer behavior regarding this product and how the global health tendency impact in the project.After all this research, it will be an analysis of the competence in order to show the gap this project will cover. Regarding the marketing strategy,it has been thought to reach not only the tourist curiosity but also the local citizens that may like or not the mate. This bar will contain new aspects of drinking this cultural beverage in order to capture the largest possible number of people. At the end, there is a financial analysis with a projection of 5 years in where it has been demonstrated that this is an attractive business for investors.