Creación de una empresa fabricante de calzado anti-fatiga de diseño antropométrico en la provincia de Tungurahua

Abstract

The creation of the company was born as a natural person not obliged to keep accounts and dedicated to the production of footwear of anthropometric design to be commercialized in the province of Tungurahua for people from 30 years old which will be distributed through the commercial premises of footwear of the same. Because conventional footwear generates problems that affect or generate pathologies in the anatomy of the foot of the user of the footwear and that gradually extends to the whole body at muscular, joint or bone level, these affectations degenerate the quality of life of the people preventing the free execution of their activities or having to acquire artifacts that will help their work. For the development of the project a study of the footwear market was carried out to establish suitable procedures for the elaboration and commercialization of the Anti-Fatigue footwear, according to the (SRI, 2018) in Tungurahua there are registered 1,112 commercial stores selling footwear in Tungurahua, 59% of the respondents do not know about it, also that 66.7% would be interested in marketing it, it was also determined that the unsatisfied potential market is 4140 dozen annually. The study carried out developed proposals such as the name and logo for the company-product, advertising strategies through various communication channels for the promotion of the brand and the increase in market share, which were analyzed in terms of target market to which the product has been created.