Propuesta para la creación de una empresa de centro de diversiones para padres e hijas en la ciudad de Guayaquil.

Abstract

The present project is based on the design of a business proposal for the creation of an entertainment center for fathers and daughters in the city of Guayaquil. In this case, was identified as a problem of the lack of a specialized center for that segment of the market; because in spite of the fact that in recent years have implemented various business models focused on providing the service of entertainment for children, none of them offers recreational activities and learning oriented to the segment of girls and their parents. At the same time, based on the analysis of the socio-cultural factors and guayaquileño market trends, it was identified that currently parents are more interested in sharing quality time with their children and strengthen family ties. Therefore, to design a business proposal that meets the needs and requirements of the selected target segment, it was necessary to conduct a market study, through the application of a descriptive-exploratory research; by which it was obtained relevant information with respect to the perceptions, opinions, and the level of acceptance of the target market with respect to the business "Princess & Daddy Park". In addition, a market audit, through which identified the factors of the macro environment that could have an impact on the development of business activities, analysis of the competition and the definition of the characteristics of the company and the service that is intended to introduce to the market. Finally, the respective evaluation financial, which obtained an IRR of 29.21% and a van for $109.683 from which it was determined the feasibility of implementation of the company.