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http://dspace.udla.edu.ec/handle/33000/10813| Tipo de material : | bachelorThesis |
| Título : | Plan de negocios para la creación de una escuela de artes marciales especializada en wushu – kung fu |
| Autor : | Rivera Cárdenas, Fernando Andrés |
| Tutor : | Román Reyes, Paúl Andrés |
| Palabras clave : | FORMACIÓN DE EMPRESAS;CLUBES DEPORTIVOS;ARTES MARCIALES;BARRIO LAS ACACIAS-QUITO |
| Fecha de publicación : | 2019 |
| Editorial : | Quito: Universidad de las Américas, 2019 |
| Citación : | Rivera Cárdenas, F. A. (2019). Plan de negocios para la creación de una escuela de artes marciales especializada en wushu – kung fu (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | El performance superior solo se obtiene por tener eficiencia operacional o mejor posición estratégica. Lo primero significa hacer las mismas cosas de la mejor manera posible, siempre. Lo segundo significa una propuesta de valor única y sostenible en el mercado... |
| Descripción : | Superior performance is only obtained by having operational efficiency or better strategic position. The first means to do the same things in the best possible way, always. The second means a proposal of unique and sustainable value in the market. - Michael Porter. According to the BBC, the practice of martial arts is growing worldwide due to they promote physical and mental health, along with self-control, discipline, and self-defense. (BBC, 2014) Currently in Ecuador, 42.7 percent of people aged 15 and over practice sports activities. (INEC, 2015) in which 21 percent like individual sports (Opinion América Latina, 2016). Another important point that should be highlighted are the various political regulations from the government, promoting the practice of physical, sport and recreational activity, this is reflected in the annual increase of 8.4 percent of private organization teaching industry. (Banco Central del Ecuador, 2018) Based on this, the present work seeks to satisfy the current market needs through the implementation of a martial arts school specializing in Wushu-Kung Fu, for which the field analysis is developed through the PEST tools and Five Porter forces, in order to identify the threats and opportunities of the market, a consumer behavior test is also developed through qualitative and quantitative analysis, in order to discover the latent needs and insights. Based on this, a market opportunity can be established and create a marketing proposal aligned with the needs and wishes of consumers and the market. As the last point, a financial model is developed which can estimate and project the possible viability of the business idea. At the end of the project, it can be seen that the project is viable relying on the results of the different tools previously defined, which manages to satisfy the needs and desires of the market and its consumers. |
| URI : | http://dspace.udla.edu.ec/handle/33000/10813 |
| Aparece en las colecciones: | Ingeniería en Negocios y Marketing Deportivo |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TINMD-2019-02.pdf | 2,81 MB | Adobe PDF | Visualizar/Abrir |
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