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Tipo de material : bachelorThesis
Título : Plan de negocios para la creación de una clínica de cirugía plástica en la ciudad de Quito
Autor : Ubidia Madsen, Jorge Laurith
Tutor : Herrera Peña, Manuel María
Palabras clave : CIRUGÍA PLÁSTICA;ADMINISTRACIÓN;GESTIÓN;FINANZA
Fecha de publicación : 2009
Editorial : Quito: Universidad de las Américas, 2009.
Citación : Ubidia Madsen, Jorge Laurith (2009) Plan de negocios para la creación de una clínica de cirugía plástica en la ciudad de Quito. Facultad de Ciencias Económicas y Administrativas. UDLA. Quito. 137 p.
Resumen : El presente plan de negocios tiene como finalidad desarrollar un modelo para la creación e implantación de una empresa dedicada a ofrecer tratamientos y cirugías plásticas estéticas en la ciudad de Quito. Esta empresa se manejará bajo el sistema de una clínica especializada de salud. El Capítulo I recoge la idea general de la formación del negocio, los objetivos generales del plan de negocio y la hipótesis general. En el Capítulo 11 se inicia clasificando adecuadamente al negocio según el sector y la industria al cual pertenece, esto es: servicios de salud y actividades de hospitales generales y especializados, respectivamente. Posteriormente se realizó el análisis del entorno macroeconómico y microeconómico, donde se estudió a profundidad las variables claves que van a afectar, positiva y negativamente, a la Clínica, encontrando oportunidades en el actual mercado. Tras realizar el análisis del entorno y sus variables, en el Capítulo 111 se investigó el mercado de cirugías plásticas y estéticas en la ciudad de Quito con el objetivo de determinar la oferta, demanda y aceptación que tendría el servicio. Se realizaron grupos foca les y encuestas con posibles clientes y se concluyó que las cirugías plásticas estéticas tienen gran acogida entre las personas de niveles socioeconómico medio y alto de la ciudad de Quito. Además, se identificaron los posibles tratamientos y cirugías que el segmento meta escogido estaría dispuesto a adquirir en un tiempo cercano. Esto representa una oportunidad para que la clínica empiece sus actividades y tenga éxito en las mismas...
Descripción : This business plan aims to develop a model for the creation and implementation of a company dedicated to providing treatments and cosmetic plastic surgery procedures in the city of Quito. This company will be managed under the system of a specialized health clinic. Chapter I contains the general idea of forming the business, general objectives of the business plan and the general hypothesis. In Chapter 11 it began properly c1assifying the business according the area and the industry to which it belongs, which are health services and activities of general and specialized hospitals, respectively. Subsequently the analysis was performed of macroeconomic and microeconomic environment in which we studied in depth the variables keys that will affect positively and negatively, to the c1inic, finding opportunities in the current market. After following the surrounding analysis and its variables, in Chapter 111 its explored the aesthetic plastic surgery market in the city of Quito with the goal of determining the offer, demand and acceptance that the service would have. Focus groups and surveys with potential customers were made and it was concluded that aesthetic plastic surgery have established themselves among people of middle and upper socioeconomic levels of the city of Quito. In addition, its been identify passible treatments and surgeries that the chosen target segment would be willing to acquire any time soon. This represents an opportunity for the clinic to begin its activities and succeed in them. After favorable results in market research, in Chapter IV sets out the strategic direction of the company which includes vision and mission, and the value chain, objectives and strategies for entry and growth; plus the way in which the processes carried out the service offered. The company's organizational structure is designed in order to ensure effective management that fits the needs of customers and be the support of the objectives and strategies proposed In Chapter V was held corporate marketing plan, which covers different positioning and differentiation strategies in lina to surrounding and clinical activities to be undertaken in the market. This in order to position the brand in the minds of consumers and achieve high levels of sales, at the same time a promotion and advertising plan was made, which prioritizes the launch of service in order to inform, attract and convince the consumers about the services offered by the Clinic. Once the marketing plan is made, in Chapter VI was developed financial assessment of the company with the aim of analyzing, through various instruments, whether projected cash flows allow the investor to obtain the desired profitability in addition to recovering the investment in six scenarios shown: normal, optimistic, pessimistic with financial leverage and no financial leverage. The following table allows to observe the values obtained in the projected cash f1ows, brought to present value together with the TIR, which represent the benefits that the project is to be investment: Finally, in Chapter VII the possible risks and causes that could affect the proper functioning of the company where analyzed and it was raised for each contingency plan that allows minimize the consequences thereof. It concludes that the project is attractive, modern with great growth potential. That is why it must be approved and implemented, because that will generate economic benefits to investors and the satisfaction that will provide consumers.
URI : http://dspace.udla.edu.ec/handle/33000/1413
Aparece en las colecciones: Ingeniería Comercial

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