Definición de una estrategia de servicio para los adultos mayores en la modalidad de club: Club para Adultos Mayores de Bogotá "Porque tienes más de 60 razones para empezar a disfrutar"

Abstract

The development of this thesis looks for the definition and presentation of the best service strategy in the modality of exclusive and recreation club for senior people over the city of Bogotá and potentially all around the country. For the purpose of defining the best strategy to achieve a successful project and in this way reaching the proposed and main objective of this thesis, it was structured as follows: first of all the population target was identified, conceptualized and characterized, secondly it was formulized a service strategy for this population in order of providing them a solution for: “ the severe shortage of institutions different from houses or geriatric centers with the minimum legal parameters and in charged of the care and the distraction of older adults” guided by the competitive strategy, strategic approach and strategic position theory established by Michael Porter; third this work attempt to validate this strategy by the application of two main tools: competitive landscape and market forces analysis that belong to the theory of structural analysis of strategic sectors; fourth it was presented and evaluated as a possible entry market barrier a legal framework for the project, and last and fifth it was developed a financial projection for the project showing its viability and reaffirming that the strategy presented earlier really can make this project a lasting and profitable company.