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Implementación De Un Centro Integral De Revalorización Personal” A.S.I Autoestima- Salud- Imagen

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Implementación De Un Centro Integral De Revalorización Personal” A.S.I Autoestima- Salud- Imagen UNIVERSIDAD CATÓLICA DE SANTIAGO DE GUAYAQUIL FACULTAD DE CIENCIAS ECONOMICAS Y ADMINISTRATIVAS CARRERA DE GESTION EMPRESARIAL INTERNACIONAL TEMA: “Implementación de un Centro Integral de Revalorización Personal” A.S.I Autoestima- Salud- Imagen AUTORAS: Bohórquez Aguirre, Martha Pamela Cornejo Castro, Vanessa Ivonne Trabajo de titulación previo a la obtención del Título de: INGENIERÍA EN GESTIÓN EMPRESARIAL INTERNACIONAL TUTOR: Msc. Mancero Mosquera, Jacinto Humberto Guayaquil, Ecuador 2013 AGRADECIMIENTO No hay palabras, ni acciones que puedan describir nuestro gran y profundo agradecimiento hacia cada uno de nuestros profesores, quienes durante todos estos años confiaron en nosotros, teniendo fe y paciencia en nuestros pasos y comprendiendo nuestros ideales, gracias a todos. Gracias a mi compañera de tesis por la paciencia y por creer en el tema. A quienes en el largo camino de nuestra preparación académica, fueron los oídos necesarios, el aliento de fe en nuestros pasos y siendo lejanos o cercanos compartieron muchos sentimientos hermosos y fueron hombros amigos, nuestras extensiones del alma en las penas y alegrías. A nuestro tutor Ingeniero Humberto Mancero por su paciencia y dedicación para la realización de esta tesis. Vanessa Cornejo Castro & Martha Bohórquez Aguirre I DEDICATORIA A Dios por permitirnos terminar este camino, por darnos valor, perseverancia y fuerza para afrontarlo todo en momentos difíciles, y por brindarnos un nuevo mañana cada día, para seguir en esta vida. A nuestros padres que dándonos la vida, nos dieron los consejos y enseñanzas para guiarnos y acompañarnos durante este camino, pilar de mi formación. ¡¡¡Gracias por tanto y todo!!!! Vanessa Cornejo Castro & Martha Bohórquez Aguirre II INDICE Páginas CARATULA AGRADECIMIENTO…………..………………..……….………..……………I DEDICATORIA……………………………………….…..………..…………...II INDICE…………..……………………...…………….………………………...III RESUMEN…………………………………………………………………….VIII ABSTRACT……………..…………………………….……………..…………IX RÉSUMÉ…………………………………………...……………...……...........X I.NTRODUCCIÓN………………………………………………………………1 CAPITULO I PLANTEAMIENTO DEL PROBLEMA........................................................ 3 1.1 PLANTEAMIENTO DEL PROBLEMA........................................ 4 1.2 JUSTIFICACIÓN........................................................................ 6 1.3 ANTECEDENTES.................................................................... 10 1.4 OBJETIVOS............................................................................. 13 1.4.1 GENERAL................................................................................ 13 1.4.2 ESPECÍFICOS......................................................................... 13 1.5 HIPÓTESIS.............................................................................. 14 1.6 MARCO TEÓRICO .................................................................. 15 1.7 METODOLOGIA ...................................................................... 36 1.8 ALCANCE Y CONSTRIBUCIÓN POTENCIAL DEL ESTUDIO 38 CAPITULO II IDENTIFICACIÓN DE LAS ENFERMEDADES........................................ 40 2.1 CONCEPTOS DE TRASTORNOS .......................................... 41 2.2 TIPOS DE TRASTORNOS ...................................................... 42 2.2.1. PSICOLÓGICOS ..................................................................... 42 2.2.2 FÍSICOS .................................................................................. 43 2.3 RECURSOS UTILIZADOS PARA BAJAR DE PESO ............. 53 2.3.1 DIETAS MILAGROSAS ........................................................... 53 III 2.4 ANÁLISIS DE LOS INDIVIDUOS QUE PADECEN TRASTORNOS........................................................................................ 58 CAPITULO III IDENTIFICACIÓN DE LAS CIRUGÍAS PLÁSTICAS MÁS DEMANDADAS 60 3.1 CONCEPTOS DE CIRUGÍAS.................................................. 61 3.2 TIPOS DE CIRUGÍAS.............................................................. 63 3.2.1 PLÁSTICAS Y ESTÉTICAS..................................................... 63 3.3 RIESGOS Y RESULTADOS.................................................... 67 3.3.1 PERFIL DE UN INDIVIDUO RESIDENTE ............................... 67 CAPITULO IV ANÁLISIS DE LOS CASOS REALES ...................................................... 75 4.1 INCIDENCIA DE LOS MEDIOS DE COMUNICACIÓN............ 76 4.1.1 ASPECTOS NEGATIVOS ....................................................... 76 4.1.2 ASPECTOS POSITIVOS ......................................................... 84 4.1.3 ENTRE LO BUENO Y LO MALO, EL CLIENTE TIENE EL PODER DE ELECCIÓN........................................................................... 85 4.2 INTRODUCCIÓN DE PRODUCTOS INFLUYENTES A UNA PERFECCIÓN IRREAL ........................................................................... 86 4.3 IMPUNIDAD EN LAS MALAS PRÁCTICAS MÉDICAS ........... 97 CAPITULO V DEMOSTRACIÓN DE FACTIBILIDAD DE UN CENTRO INTEGRAL............................................................................................. 103 5.1 FACTIBILIDAD DE CENTROS SIMILARES EN OTROS PAÍSES 104 5.2 ANÁLISIS DE MERCADO ..................................................... 106 5.2.1 ENTORNO ECONÓMICO DEL SECTOR.............................. 106 5.2.2 POBLACIÓN.......................................................................... 106 5.2.2.1MUESTRA .................................................................................. 108 5.2.3 ANÁLISIS DEL MERCADO ................................................... 108 5.2.4. ANÁLISIS DE OFERTA Y DEMANDA................................... 120 5.2.4.1OFERTA ..................................................................................... 120 IV 5.2.4.2DEMANDA .................................................................................. 121 5.2.5 OFERTA DEL PROYECTO ................................................... 122 5.2.6 FODA..................................................................................... 128 5.2.7 CICLO DE VIDA Y ESTRATEGIA COMPETITIVA ................ 129 5.2.8 FUERZAS DE POTTER......................................................... 131 5.2.9 INTEGRACIÓN HORIZONTAL.............................................. 134 5.2.10 PLAN DE MARKETING ......................................................... 136 5.3 ESTUDIO TÉCNICO.............................................................. 137 5.3.1 TAMAÑO DEL PROYECTO .................................................. 137 5.3.2 LOCALIZACIÓN DEL PROYECTO........................................ 138 5.3.3 INFRAESTRUCTURA Y RECURSOS ................................... 140 5.4 PROCESO DE LA EMPRESA ............................................... 140 5.4.1 ESTRUCTURA ADMINISTRATIVA Y ORGANIGRAMA........ 141 5.4.2 ESTRUCTURA LEGAL DE LA EMPRESA………………....... 144 5.4.3 PLAN NUTRICIONAL ............................................................ 145 5.4.4 CAMPAÑAS DE CONCIENTIZACIÓN……………………… . 152 CAPITULO VI PROPUESTA DE POLITICAS PUBLICAS ............................................ 155 6.1 POLÍTICA GOBIERNO NACIONAL.- DISEÑO DE POLITICAS PUBLICAS ................................................................................. …….156 6.1.1 PROGRAMA DE COLACION ESCOLAR……………………… 156 6.1.2 CAPACITACION EN CENTROS DE SALUD......................... .156 6.2 GOBIERNO REGIONAL.- EJECUCION DE POLITICAS PUBLICAS. ........................................................................................ 157 6.3 GOBIERNO LOCAL………………………………………………..157 6.4 SITUACION REAL....................................................................158 6.5 MARCO DE REGULACIÓN……………………… ……………...161 6.6 PROPUESTA DE ALIANZA MUNICIPALIDAD DE GUAYAQUIL..…………………………………………………………......162 V CAPITULO VII ANÁLISIS FINANCIERO Y ANÁLISIS DE SENSIBILIDAD………..164 7.1 ESCENARIO REALISTA DEL PROYECTO .......................... 165 7.1.1 PLAN DE INVERSIÓN........................................................... 166 7.1.1.1CAPITAL DE TRABAJO.............................................................. 166 7.1.1.1.1 ANEXOS (CAPITAL DE TRABAJO) ....................................... 167 7.1.1.2CAPITAL DE OPERACIONES (ACTIVOS PRODUCTIVOS)...... 168 7.1.1.2.1 DEPRECIACIÓN..................................................................... 168 7.1.1.3 INVERSIÓN TOTAL............................................................... 170 7.1.2 FUENTES DE FINANCIAMIENTO......................................... 170 7.1.2.1CAPITAL PROPIO ...................................................................... 170 7.1.2.2CAPITAL AJENO ........................................................................ 170 7.1.2.2.1 CORTO PLAZO ...................................................................... 170 7.1.2.2.2 LARGO PLAZO....................................................................... 171 7.1.3 INGRESOS............................................................................ 173 7.1.3.1COMISIONES ............................................................................. 173 7.1.3.2. IMPUESTOS GENERADOS………..……………………………………………………….174 7.1.4 COSTOS................................................................................ 174 7.1.5 PROYECCIÓN DE GASTOS................................................. 177 7.1.5.1 ANEXOS DE PERSONA............................................................ 178 7.1.5.2 COMISIONES VENDEDORES ...................……………………..178 7.1.5.3 COMISIONES BANACARIOS POR T/C .................................... 179 7.1.6 FLUJO DE CAJA ........................................................................
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