Plan de negocio para la confección de ropa deportiva con tela adan en Guayaquil
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El estudio tiene como objetivo analizar el diseño y estudio de factibilidad de la puesta en marcha de un negocio de ropa deportiva con tela Adan en la ciudad de Guayaquil. La puesta en marcha de este modelo de negocio se justifica en los problemas coyunturales de mercado que se han generado producto de la pandemia COVID-19. Para identificar si esta particularidad de mercado podría ser aprovechada, se realizó un estudio bibliográfico que permita darle un marco teórico de referencia y sustento al presente estudio. Adicionalmente, se aplicó una metodología de método deductivo, partiendo de lo general a lo particular. Por otro lado, se planteó una investigación descriptiva de método descriptivo con enfoque cualitativo, diseñándose e implementándose entrevistas a socios y Focus Group a trabajadores de empresas relacionadas dentro de esta industria. Con los resultados pudieron evidenciarse que existe un mercado que tiene una tendencia de compra de productos de calidad. Por otro lado, también se evidenció que existen distintos tipos de cultura organizacional, mientras cierto grupo de competidores prefiere apuntar a ropa de calidad de costos altos y márgenes grandes, otros competidores prefieres ropa de menor calidad, vendible a menores precios y en virtud del potencial volumen equilibrar ganancias. Finalmente, ante estas evidencias, se desarrolló la evaluación financiera del proyecto, el resultado final es positivo, la valoración concluye en que es rentable el modelo de negocio.
The objective of the study is to analyze the design and feasibility study of the start-up of a sportswear business with Adan fabric in the city of Guayaquil. The implementation of this business model is justified by the temporary market problems that have been generated as a result of the COVID-19 pandemic. To identify if this particularity of the market could be taken advantage of, a bibliographical study was carried out that allows giving a theoretical framework of reference and support to the present study. Additionally, a deductive method methodology was applied, starting from the general to the particular. On the other hand, a descriptive research using a descriptive method with a qualitative approach was proposed, designing and implementing interviews with partners and a Focus Group with workers from related companies within this industry. With the results, it was possible to show that there is a market that has a tendency to buy quality products. On the other hand, it was also evident that there are different types of organizational culture, while a certain group of competitors prefers to target quality clothing with high costs and large margins, other competitors prefer clothing of lower quality, salable at lower prices and by virtue of the potential volume. balance earnings. Finally, given these evidences, the financial evaluation of the project was developed, the final result is positive, the evaluation concludes that the business model is profitable. Keywords:
The objective of the study is to analyze the design and feasibility study of the start-up of a sportswear business with Adan fabric in the city of Guayaquil. The implementation of this business model is justified by the temporary market problems that have been generated as a result of the COVID-19 pandemic. To identify if this particularity of the market could be taken advantage of, a bibliographical study was carried out that allows giving a theoretical framework of reference and support to the present study. Additionally, a deductive method methodology was applied, starting from the general to the particular. On the other hand, a descriptive research using a descriptive method with a qualitative approach was proposed, designing and implementing interviews with partners and a Focus Group with workers from related companies within this industry. With the results, it was possible to show that there is a market that has a tendency to buy quality products. On the other hand, it was also evident that there are different types of organizational culture, while a certain group of competitors prefers to target quality clothing with high costs and large margins, other competitors prefer clothing of lower quality, salable at lower prices and by virtue of the potential volume. balance earnings. Finally, given these evidences, the financial evaluation of the project was developed, the final result is positive, the evaluation concludes that the business model is profitable. Keywords:
Descripción
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Palabras clave
ROPA DEPORTIVA, MODELO DE NEGOCIOS, ESTUDIO DE FACTIBILIDAD, CALIDAD
Citación
APA