“Plan de negocios para la microempresa comercializadora de prendas de vestir americanas en el cantón Alausí, provincia de Chimborazo, periodo 2022-2026”

Abstract

The research referred to the business plan for micro-company commercializing American garments in the canton of Alausí, province of Chimborazo, period 2022 - 2026, which aims to generate a proposal that includes an impact on the inhabitants of the locality concerning the marketing of these products, so it was necessary to use a methodology with a mixed approach because the information was processed from a qualitative aspect. After all, it was essential to know the opinions of the canton inhabitants. The quantitative system is used to determine the number of people who will be able to access and the economic resources they will use to acquire the products, being necessary for the use of descriptive research with which the commercialization process was detailed, in addition to the use of techniques such as the survey that was applied to the inhabitants of the locality, which provided a reference to identify the needs of the population in terms of clothing styles and preferences. The results achieved during the market study determined that in the Alausi canton, there is a scarce supply of American clothing, so the introduction of these products would be a profitable business opportunity, which led to the conclusion that the business plan proposal presents a high percentage of feasibility to develop commercial activities, so it is recommended to adopt the business plan since the results of the economic and financial study show considerable profitability.