Estudio de factibilidad para la implementación de un Centro Estético Integral en Guayaquil.

Abstract

The general objective of this research was to conduct a feasibility study for the implementation of a comprehensive aesthetic center in Guayaquil, subject to the specific objectives of determining the theoretical and legal basis for the implementation of a comprehensive aesthetic center in Guayaquil; establish the level of acceptance of the target market; design the technical proposal for the implementation of the comprehensive aesthetic center and apply financial indicators to determine whether the proposal of a comprehensive aesthetic center in Guayaquil is feasible. Applying the descriptive, quantitative, field methodology, with the use of the survey technique and questionnaire instrument, directed to a sample population of 384 women living in Guayaquil, whose market research results, observed an unsatisfied demand of 482,747 services, with a demand to capture 2.50% of the market, i.e. 12,069 services, which is expected to capture through an aggressive advertising campaign and promotions, in mass and digital media. Technically, the best location for the project will be in the Los Almendros neighborhood, considering 6 operators and the corresponding administrative staff, to offer the services of deep facial cleansing - hydration, hydrolipoclasia and platelet-rich plasma. In economic terms, the net profit margin in the fifth year will exceed 20%, with an IRR rate of 39.59%, an NPV of $200,234.93, a benefit/cost ratio of 1.80 and an investment recovery period of two and a half years. In conclusion, the feasibility of setting up the integral esthetic center was evidenced.