“Diseño de un plan de negocio para la confección y comercialización internacional de camisas y camisetas de algodón, desde la ciudad de Riobamba hacia el mercado de Bolivia, ciudad Santa Cruz de la Sierra”

Abstract

The present study was about the elaboration of a business plan for the creation of a textile company for the manufacture of cotton shirts and t-shirts with the purpose of being commercialized in the Bolivian market, Santa Cruz de la Sierra city. The objective is to enter a foreign market with Ecuadorian-made products, given that its growth and development depends on international trade. It was a field and a documentary study based on methods, techniques and instruments, to obtain the potential international market with the use of a tool of apparent consumption. The business plan was designed by six modules, for which a competitive analysis of the textile and economic industry was carried out, in the market study the supply, demand and potential market were determined, in the Organization plan the mission, vision, objectives and constitution through the S.A.S model, in the Marketing plan the marketing mix and the creation of the brand and logo were developed, in the technical analysis the respective production processes and infrastructure were elaborated, in the financial aspect the investment required to start up the company was $383,128.42, a result that was accompanied by profitability indicators in which the Net Present Value was $134,171.59, the Internal Rate of Return was 35.85%, with a recovery period of 3 years and 11 months. It was concluded that the proposal to create a manufacturing textile company within Riobamba city is feasible given that the results of profitability and recovery period are acceptable. Therefore, to be competitive within the Santa Cruz market, the strategies developed must be implemented and comply with the regulations and commercial treaties regulated by the Andean Community of Nations.