Análisis de nichos de mercado en la zona centro del país de la Empresa Marleb Clothing Factory para mejorar su participación y cartera de productos

Abstract

The objective of the present investigation is a Niche Analysis of Market in the central zone of the country of the Enterprise Clothing Factory to improve its participation and portfolio product. From 1992, this enterprise is dedicated to the production and commercialization of sportive clothes of quality and with exclusive designs, these have allowed it to be different of its competitors and reach an important recognition of its current clients. A situational analysis of the enterprise is made and a market study in which is corroborated that the sportive clothes offer, mainly in soccer practices, saturated of competitor, but at the same time new market niches are identified in the central zone of the country, which present an important unsatisfied with needs, desires, and preferences that are not being assisted. Finally, strategies are planned to catch the identified groups, which are focused in the creation of clothes according to the preferences of every niche, in other words functional clothes, of Premium quality, at an accessible price and with personalized designs. It is recommended to cover the existing demand in the Province of Chimborazo and when the enterprise has increased its productive capacity, to direct it to the identified niches in the provinces of Cotopaxi, Tungurahua and Pastaza; furthermore to train the staff in topics related to the last tendencies in fashion, intelligent fabric, and customer attention, in function to increase its participation of market.