Plan de negocios para la expansión de la marca Winglos mediante la creación de una línea de jeans premium de tendencia actual en la ciudad de Pelileo.
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Date
2026-06
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Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Administración de Empresas.
Abstract
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This thesis proposes the development of a business plan for the expansion of the Winglos brand through the creation of a line of trendy premium jeans in the city of Pelileo. The project stems from the aim of increasing the brand's competitiveness by leveraging Pelileo's commercial and productive potential.
To this end, a market study was integrated to determine commercial feasibility, along with a technical and organizational analysis to evaluate the processes and resources required for production. Finally, a financial study was conducted to determine the viability of costs, revenues, and profitability, thus assessing the feasibility of introducing a differentiated jeans line.
The research employed a quantitative approach with a non-experimental, cross-sectional design. The market study showed significant acceptance for the venture at 91.53%, with a product demand of 20,026 people and a real DPI (Digital Product Identification) of 8,400, validating the commercial opportunity. In the organizational study, the company's organizational structure was designed, including hierarchical levels, responsibilities, and job descriptions for administrative, production, and sales positions.
Finally, the financial study determined production costs, administrative expenses, the income statement, balance sheet, cash flow, and other relevant factors for the development of the business. The project's viability was also evaluated using financial indicators to determine profitability and sustainability. These results reflect favorable conditions, as the financial projections show adequate revenue generation capacity and a cost structure that will contribute to strengthening and positioning the Winglos brand in the city of Pelileo.
Keywords
EMPRENDIMIENTO, COMERCIALIZACIÓN, FACTIBILIDAD, JEANS, PREMIUM