Examinando por Materia "Denim"

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    Diseño de un plan exportador para la empresa Harmony Jeans
    (Universidad EAFIT, 2026) Calle Cardona, Cristian; Ortiz Arango, Jaime Andrés
    Harmony is a Colombian company founded nine years ago, dedicated to the manufacture of denim garments, with a primary focus on the production of jeans and jackets. It was initially created as a brand of polo shirts, but after restructuring, it adopted the name Harmony Jeans to establish itself as a benchmark in the Colombian textile industry. Currently, the company only has a national presence, with a strong focus on the quality and accessibility of its products. However, it has a clear interest in expanding into international markets. The methodological development of the export plan for Harmony Jeans consists of four phases. The first phase involves a strategic diagnosis of the sector and internationalization for the company, identifying the competitive advantages that allow the company to enter new markets. The second phase involves a market analysis in Mexico, Ecuador, and the United States based on different technical variables and key qualitative aspects. After selecting the markets, in the third phase, the ideal and most suitable market for the company's internationalization is selected, and a detailed analysis is carried out from different perspectives, such as risks and barriers, logistics, costs, and economic and political competitiveness, which will undoubtedly impact the internationalization process. The fourth phase establishes the design of strategies, recommendations, and the action plan.