CHILD LEARNING

Child Learning at Kidzania: Research Proposal

Executive Summary

Kidzania is a chain of entertainment centres located in the US and Mexico. The company hires children between the age of 2 and 14 to work for them and earn Kidzo currency which they can use to purchase items. The focus of the business is on children learning and overall betterment of children in the society. Additionally, the company creates collaborations with other companies to create synergy and brand associations. This paper studies the current stance of Kidzania and suggests a research that would compare it to its competitors.

Table of Contents

Executive Summary2

Introduction4

History4

Statement of the problem5

Purpose and objectives of the study5

Intended audience5

Analysis of Business Models6

Child Learning6

Competitor Analysis6

Main difference from the competitors7

Online Presence7

Advertisement and Promotions8

Growth8

Unethical perceptions of the business8

Research Methodology9

Characteristics of the Data9

Research tools9

Limitations of the study10

Child Learning at Kidzania: Research Proposal

Introduction

Kidzania is a chain of entertainment centres for families that operate in more than ten locations worldwide. It is a Mexican chain. The main difference of this business setup is that it allows children to work as adults and earn money.

Kidzania are more like life-sized theme parks that replicate a real city and have buildings, shops and theatres. There are even vehicles and pedestrians. Children from the age of 2 to 14 work in these cities and are part of branding activities such as bottling Coca Cola, waiting at McDonalds, painting in galleries, washing at P&G's and selling airline tickets for Emirates and American Airlines. The children earn KidZo money for doing the work and this is kept in a KidZania bank. Adult Zupervisors instruct the children to do their work and they are the in-charges of the entire place.

The governance of the place also includes children. There are 14 children in the management of the place (Rubinstein, 2011).

History

The place was created and built by Xavier Lopez Ancona, a Mexican entrepreneur. He is currently the CEO of the place. The first Kidzania opened in 1999 in the Santa Fe Shopping Mall, Mexico City. This Kidzania was named as the 'City of the Children'. The initial investment for this place was funded by corporations at 55%.

In the year 2004, Kidzania purchased the Wannado City in Florida. This was a park similar to the Kidzania in Mexico City. This park did not do much business and was closed in 2011. In the year 2007, veteran entertainment strategists were engaged by the company to design their future strategies and after the appointment of Andrew Darrow as the EVP, the business began to grow and expand.

Statement of the problem

For this paper, the thesis statement focuses on the position of Kidzania in the market and to see how they compare to competitors such as Disney World. The thesis statement for this paper is:

'Where does KidZania stand as compared to other entertainment parks?'

Purpose and objectives of the study

The purpose of this study is to give the readers a clear idea about:

The position of Kidzania as compared to other themed parks

To understand the business model of Kidzania

To try and project future growth ...