Estudio de factibilidad para la creación de una empresa dedicada a la comercialización de prendas de vestir para caballero en la ciudad de Manta-Ecuador.

Abstract

This project was developed with the purpose of creating a company dedicated to the marketing of men's clothing in the City of Manta-Ecuador, in addition to carrying out a strategic analysis of the viability of this business model, and then designing a plan. commercial that allows investigating the demands of the consumer market and knowing, through an organizational technical plan, the capacity to market men's clothing and thus determining viability through financial analysis. The study begins with an analysis of the macroeconomic and microeconomic environment, using data from the National Institute of Statistics and Censuses (INEC) to identify demographic and economic trends that influence the demand for marketing of clothing. Through surveys and market studies, the preferences of local consumers are determined, as well as the characteristics of the target market. In the financial part, it shows a detailed analysis of investment costs, projections of income and operating expenses, and an evaluation of long-term profitability. The Net Present Value (NPV) and the Internal Rate of Return (IRR) are used as indicators to determine the economic viability of the project. The results indicate that the project is not only viable, but also profitable, with a high potential for success in the local market. Finally, it concludes with recommendations for the implementation of the project, suggesting the formation of strategic alliances and the importance of continuous control to ensure the sustainability of the business.