Plan de negocio para la elaboración y comercialización de bisutería a base de resina de cristal en Manta.

Abstract

Businesses must consider aspects of necessity, innovation, and creativity to be sustainable in a highly competitive market. The general objective of this business plan was to determine the viability of producing and marketing crystal resin-based jewelry in the city of Manta, in order to meet the comprehensive needs of customers. To this end, a descriptive exploratory methodology was used, analyzing feasibility using a mixed qualitative and quantitative approach, considering statistical and literary data, which were used to analyze the strategic, market, technical, organizational, financial, and evaluation studies. For the purposes of the research, the female population of the city of Manta was selected, with a sample of 384 for market research purposes according to data from the National Institute of Statistics and Census (INEC, n.d.). The results found that all women surveyed wear costume jewelry, 45% very frequently, prioritizing the price, process, and quality of these items. They are willing to pay between $5 and $15 dollars. Most of them are unfamiliar with crystal resin, but are interested in purchasing different and personalized products.