Plan de negocio para la creación de una óptica con tecnología de última generación para la ciudad de Quito

According to visits made to opticians around Ecuador, it is possible to identify three important aspects. First of all, in the majority of optics there is a shortage of attention equipment with state-of-the-art technology. Second, there is an important opportunity for improvement on product knowledge from staff, for a correct advice to the clients. Third, the lack of breadth of a product catalog that truly aligns with the real needs of each type of patient. For this reason, this project seeks to analyze the viability of the creation of a state of- the-art optic in the city of Quito, with personalized attention and highly trained personnel. For this purpose, we present an analysis of the environment, qualitative and quantitative research of the clients, development of the business opportunity, marketing plan, proposal, organizational structure, and financial evaluation. At the same time, the project is focused on several segments of users of lenses in the city of Quito, who are between 35 and 75 years, which is why a marketing strategy for each segment has been defined. This age group has been determined based on a market research prior to this project, through which it is possible to identify people in this age range that value the creation of an optic with the differentiators that are proposed. One of the important differentiators to highlight is that the equipment for visual attention that are proposed to implement are unique in the country. This data has been confirmed by the German brand Zeiss, manufacturer of optical products with the highest quality worldwide. The teams that are defined as a differentiator, have seven stages by which each customer is guaranteed a highly personalized attention that translates into products perfectly designed according to their need. The investment to start the business is $229,233, with an internal rate of return (IRR) of 48.28porcent and an adjusted net present value (NPV) of $180,344.16, indicating that the project is profitable.

• Egile nagusia: Gómez Echeverría, Karen Virginia (author)
• Formatua: bachelorThesis
• Hizkuntza: spa
• Argitaratua: 2017
• Gaiak: PLANEACIÓN EMPRESARIAL; SECTOR SERVICIOS; ÓPTICA
• Sarrera elektronikoa: http://dspace.udla.edu.ec/handle/33000/7787