Estudio de factibilidad para el posicionamiento de la marca “Pasarella M&M”, a través de la implementación de un modelo de gestión administrativa, estructurando las áreas de producción y comercialización de la empresa familiar dedicada a la confección de ropa casual y alta moda para damas ubicado en la ciudad de Quito

Abstract

The next project is a feasibility study for the positioning of the Pasarella M&M brand and the implementation of the Hoshin Kanri model; which is a Japanese method recommended for businesses that have not had a good planning or are in the initial stage and that allows structuring the production and marketing areas of a company, in order to focus organizations in a single direction, achieve the objectives through their own initiative. The brand positioning was carried out through the creation of a logo and the adaptability to create new advertising paths through social networks. In a first point, the background of the business is related, the current problem for not having an established and registered trademark in the Ecuadorian Institute of intellectual property IEPI, and the lack of organization and administration in terms of financial, economic and productive resources , thus starting with the formulation of specific problems that allow dealing with the points of the project. The objectives of this project are aimed at developing new proposals and positioning the brand by legal terms. Apply, design or organize both administratively, corporately and operationally the phases of the project, thus giving a new reality to the business under study and improving the organizational aspects. Regarding the applied methodology, it has been developed by means of a preliminary exploratory investigation, which allows to identify in a first plane all the aspects of the business, to later complement it with a descriptive investigation, and thus evaluate the behavior of the clients and the personnel activities that are part of the business, without the need to directly influence them. Obtaining in this way real data for the project. The financial statements are presented according to the organizational background and the viability is evaluated by means of the NPV and the IRR according to the future investment in the business, projecting its result to 5 years and generating a sustainable profitability. The purpose of the project is to generate greater profitability for a business that has been in the clothing market for 28 years, analyze its clients and define its target, organize finances according to business data and its possible consequences on the return on investment, since a bank loan with an interest rate of 15% is proposed and to position an Ecuadorian brand nationwide, publicizing the work of great Ecuadorian designers and generating awareness of national consumption.