Propuesta para la creación de una plataforma de servicios virtuales de entretenimiento dirigido a las personas de la tercera edad en la ciudad de Guayaquil.

Abstract

The objective of this research is to determine the viability of the Proposal for the creation of a platform of virtual entertainment services aimed at the elderly in the city of Guayaquil. The company under the trade name Rincón de los Amigos S.A., offers through a platform, a service of recreational virtual classes with a focus on the psychomotor strengthening of the elderly. The competitive strategy of the service is given by the level of specialty of the professionals. The research is carried out by the fields: legal, marketing, financial and contingency. Hence, an analysis and market study is carried out in order to determine the segment, as well as design marketing strategies that allow the brand to be positioned efficiently and effectively. Likewise, a financial study is carried out through the analysis of financial structures with a five-year projection, obtaining the results of a 16.58% TMAR, a NPV of $ 16,125 and a 47.19% IRR - a feasible, viable and profitable proposal for shareholders.