Plan de negocios para la creación de un centro recreativo para adultos mayores en la ciudad de Machala, El Oro.

Abstract

This degree work is born from the need that elderly people have for having inclusive and necessary spaces for their social and emotional development. This research work was carried out over a period of 4 months, where various quantitative and qualitative research methods have been used to identify the needs of the market niche to which it is directed and the sector in which it operates. Through a market study, the market feasibility was determined, which could be the creation of a recreation center for the elderly in the city of Machala. With the development of the market plan, the marketing strategies necessary for each variable affected within the 4P's were determined in order to position themselves in the market, an operational process was also developed to maintain quality within the service offered. To finalize the evaluation of the proposal, a financial, economic and tax study was conducted that resulted in positive projections reflecting a NPV of $ 30,289.53, IRR of 32.73% and a recovery period of 52 months, concluding that the proposed proposal is attractive to potential investors.