Propuesta para la creación de una empresa productora y comercializadora de zapatos confortables para damas.

Abstract

The project proposes the creation of a comfortable, handmade women's clothing company based in Guayaquil, focusing on combining style and ergonomics. This is due to a diagnosis of the needs of economically active women who spend long hours on their feet, as well as an assessment that demonstrates a high predisposition to purchase shoes with fashionable designs at affordable prices. This leads to the definition of the value proposition, target market, and marketing strategy. A marketing strategy is also developed in which physical stores and digital channels, supported by social media, play an important role, supported by visual merchandising and content aimed at consumer loyalty. Finally, an economic/financial feasibility assessment is conducted, resulting in a profitable project.