Proyecto de estudio de mercado y elaboración de plan de marketing estratégico destinados al relanzamiento del ¡ajá! parque de la ciencia en la ciudad de Guayaquil

Abstract

This project aims to develop a marketing plan prior to the market for the relaunch of the !Aja! Parque de la Ciencia in the city of Guayaquil. The study showed that the size of the facility along with the availability of guides are limiting the Park. Indeed, there is easy access to materials for the creation of new games and workmanship. In the market study was to profile the consumer. On the demand side, it was determined that 119 teachers and is elastic, which is why it was decided that the entrance fee should remain at $ 2. Additionally, there were two types of research that showed relevant data, including the 66.7% of teachers surveyed had not visited the !Aja! Parque de la Ciencia, as well as the 60.42% stated that they had not visited for lack of knowledge. It was also learned that the location along with the infrastructure and image are important factors that influence when deciding to visit the Park. Finally, the study showed that financial resources had to be optimized to achieve efficient levels of liquidity and solvency for the !Aja! Parque de la Ciencia.