Desarrollo de una línea de indumentaria infantil para la empresa Confecciones Susy, con el fin de diversificar la oferta
The present project addresses a problem faced by the company Confecciones Susy, which, due to low market demand for its current products, seeks to introduce a new clothing line to diversify its business demand. Consequently, the project focuses on implementing product diversification strategies. In...
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| Natura: | bachelorThesis |
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2025
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| Accesso online: | https://repositorio.uta.edu.ec/handle/123456789/43830 |
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Aggiungi Tag | Riassunto: | The present project addresses a problem faced by the company Confecciones Susy, which, due to low market demand for its current products, seeks to introduce a new clothing line to diversify its business demand. Consequently, the project focuses on implementing product diversification strategies. In addition to designing and manufacturing garments, tools have been incorporated to enhance pre-sales, product launch, and post-sales processes within the company. The development process includes an analysis of the company's external and internal environment, market segmentation, and a comprehensive market study, with an emphasis on children aged six to ten years and the C- to C+ social strata. These factors are crucial for the creation of the new clothing line. Through segmentation, interviews, focus groups, and observational techniques, design parameters have been established. The project is thus grounded in analyzing the needs of the company's end consumers and clients, resulting in a children’s clothing line. The project culminates in a capsule collection of activewear for both boys and girls, specifically designed for the Carnival season. This launch is supported by diversification strategies and communication channels aimed at promoting the products, providing opportunities for the company to evaluate and refine these strategies in the future. The project aspires to contribute to the effective development of the company by leveraging design and other disciplines related to continuous business improvement. |
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