Examinando por Autor "Ortiz Granada, Daniel"

Mostrando 1 - 1 de 1
  • No hay miniatura disponible
    Ítem
    Estudio de prefactibilidad para emprender una Pyme de producción y comercialización de ropa deportiva en Colombia en canales digitales
    (Universidad EAFIT, 2021) Ortiz Granada, Daniel; Uribe de Correa, Beatriz Amparo; Salazar Gómez, Francisco Javier
    This prefeasibility study pretends to analyze the viability of starting a business for production and commercialization by digital media of sportswear (or athleisure) for men and women. To determine the viability or not of the project, first a problem statement was made that consists of analyzing how in the last 30 years there has been a trend in people to implement healthy lifestyle habits in their routines, accompanied by changes in fashion that have allowed the use of athleisure to evolve into part of daily clothing. These trends are replicated in Colombia and, in general, in Latin America, which suggests that there is a space for growth in the athleisure market that could be interesting. Then, the general objective was to determine the viability of starting an athleisure company that sells its products by digital media, accompanied by specific objectives that help define the viability of the project. To achieve the objectives, several studies were carried out. First, a study of the environment and sector, using the PESTEL Analysis tool and Porter's 5 Forces. Then, a market study was made, through the analysis of Product, Price, Place and Promotion of 4 types of sportswear products (2 male and 2 female). Next, a technical study was carried out where aspects such as the location, size and engineering of the project are analyzed. Based on these three studies, the organizational aspects of the project were defined, such as its business structure, positions and functions, salary budgets and legal aspects for the creation of a company. Finally, a financial evaluation of the project was made based on all the previous analyzes and the viability of the project was determined.