Examinando por Materia "Activewear femenino"

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    Plan exportador para la empresa Sinergia Creativa Group SAS
    (Universidad EAFIT, 2026-02-20) Montoya Zapata, Camilo; Feria Guzmán, Kelly Johana; Ortiz Arango, Jaime Andrés
    This undergraduate thesis develops an export plan for the Colombian company Sinergia Creativa Group S.A.S., through its brand IQOVE, which specializes in women’s sportswear within the activewear category. The objective is to evaluate the strategic, operational, and commercial feasibility of the brand’s internationalization by defining a structured pathway for entry into international markets, with emphasis on the United States as the primary market and Mexico and Ecuador as complementary destinations. The study begins with an analysis of the global activewear sector, characterized by sustained growth driven by wellness trends, athleisure, and omnichannel consumption. Within this context, strategic analysis tools such as Porter’s Five Forces, the Business Model Canvas, VRIO analysis, and the PESTEL framework are applied to assess the competitive environment and the company’s internal capabilities. The results show that IQOVE possesses significant competitive advantages associated with its production backing, mastery of seamless technology, a value proposition based on comfort and design, and a flexible operational structure. The research incorporates a structured methodology for market selection based on economic, cultural, logistical, and commercial variables, complemented by an analysis of political, economic, and regulatory risk. It also develops the technical aspects of the export process, including tariff classification, rules of origin, non-tariff barriers, international logistics, costing, pricing strategy, and distribution channels. As a result, a gradual entry strategy into the U.S. market is proposed through a hybrid model that combines marketplaces and a direct channel, supported by initial air logistics and efficient foreign exchange management. This demonstrates that the internationalization of IQOVE is viable under a value-differentiation approach and operational discipline.