General Business Frameworks in the Americas.

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The reason for turning the city of Children in KidZania is due to the practicality and export, "one of the characteristics of a good brand is that you can pronounce in all languages, keep it short and tell you something of the concept your product, "said Espino. So, KidZania is kindergarten, which means child; Zani, which is crazy, cool, and Ania, termination means land ... Then KidZania is a word that defines this nation: "Land of the good children wave".

Currently this company has been operating for 14 years and from 1999 to date received more than 25 million children worldwide den, a figure that increases every day.

But in terms of expansion, it is planned that by 2015 the company reaches the United States and held between 15 and 16 KidZania centers in that country.

Faced with the question of why not participate in the US market from the start rather than venture into Asia, Espino said that one of the great virtues of the president of KidZania is that he always listens, so that on occasion warned that if He came to the United States but not as strong company, the market was going to "eat" and the concept would end. "He looked, made his strong and solid company and exported to the world."

- Once you are done with your research, please provide a detailed description of their business model, their international expansion strategy, a list of desirable qualifications in potential franchisees, and the institutional support and training programs typically provided by KidZania (the franchiser).

The international business model

KidZania seeks faithfully recreate some of the shops and services most important characteristic of a contemporary city like Mexico.

Part of his international success lies in the fact that its expansion beyond differences cultural origin, as it has positioned itself in very disímilestales countries like Mexico, Portugal, England and UAE. His key is to engage in their industry fictitious cities and society to which they arrive.

The first full year of operations (1999) received an influx of 800,000 visitors; and since then, he has averaged a similar number each year, with lows near 750 000 and maximum of approximately 850 thousand users.

The business model of this company is a franchise, at least abroad-since all centers in Mexico, Santa Fe, Monterrey and Cuicuilco are private property. The reason is primarily the win-win, because the franchisee is someone who knows the culture of his country and knows how to run the business properly. All franchisees come to Mexico to receive training in KidZania University, and then take all the know-how to their country.

All centers in the world have their own partners of his country, but also with global brands such as Coca-Cola, McDonald's, Procter & Gamble, Unilever and more, which are hallmarks present anywhere in the world.

Part of the success of KidZania is that merges some global trends in the entertainment industry among which were:

- Participatory nature: The center provides the tools; children, imagination.

- "Edu-tainment" center mix entertainment with education. Thus, it increases their attractiveness to parents and schools.

- "shopper-tainment" The strategy of local purchase gives families the opportunity to combine shopping with entertainment.

- Local Entertainment: It is the fastest growing segment in the entertainment industry since customers are looking for shorter, frequent and repetitive experiences close to home.

- Novelty and originality: No video games and violence being the first of its kind worldwide.

Expansion Model

KidZania centers operating today are in Mexico: Santa Fe, Monterrey and Cuicuilco; two in Japan and one in the following countries: Indonesia, Portugal, United Arab Emirates, South Korea, Malaysia, Chile, Thailand, Kuwait, India and Egypt, in Cairo, which just today September 16 begins operations. Meanwhile, a center is KidZania development in the following countries: Korea, Turkey, Brazil, Singapore, Saudi Arabia, Russia, United Kingdom, Philippines and Qatar.

- KidZania Cuicuilco in Mexico is the world's largest, with 14,000 square meters.

- The center with the highest influx is KidZania Tokyo with annual average of 996.964 children; the second is KidZania Santa Fe, Mexico, with an annual average of 812.371 children visitors.

- The investment for the development of a KidZania City between 15 and 35 million dollars by market, country, location and other factors.

- The nation KidZania rights are the right to know, to create, to share, to care, to play and when.

Qualifications in potential franchisees

- Original concept.

Play adult, that's the idea of Kidzania, the children's mini city, the main concept is the child to participate in this role play, but is indirectly learning certain concepts.

Backup leading brands.

- It has the support of 31 partners, among which are leading international brands such as: Sony, HSBC, Baskin Robbins, Swatch, Coca Cola, HP, and Procter & Gamble.

- Appeals to the territorial identity.

For years Kidzania is a franchise with international presence. Its expansion beyond the cultural differences of origin, as has positioned itself in very different countries such as Mexico, Portugal and the United Arab Emirates.

His key is to engage in their fictitious industry and society they reach cities, a clear example is the UAE, preserving their tradition, visitors will find renowned local brands such as Emirates Airlines, ENOC (Gas), NAFFCO (Fire Station), among others.

- A mature export system.

The franchise KidZania received the National Export Award in the category of Companies Franchisors, the highest recognition given to organizations and companies operating in Mexico in the area of international trade, to achieve this prestigious franchise must go through an assessment in three stages, which validated the maturity and effectiveness of the practices of their export process.

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