1

PERUVIAN UNIVERSITY LOS ANDES

FACULTY OF ADMINISTRATIVE AND ACCOUNTING SCIENCES

ACADEMIC PROFESSIONAL SCHOOL OF ACCOUNTING AND
FINANCE

FEASIBILITY STUDY OF A PRODUCTIVE PROJECT

BUSINESS OF MANUFACTURING WOMEN'S JUMPSUITS 'THE
COQUETAS S.A.C. IN THE DISTRICT OF CHILCA – PROVINCE OF
HUANCAYO – DEPARTMENT OF JUNIN.

PRESENTED BY:

• PEREZ VILLALVA YENI

• Toribio Llanos Linda Lisbet Beraniz

ADVISOR TEACHER:
Jorge Luis Quinteros Ramos

Huancayo, January 2021

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Dedication

To our parents, for giving us life and our

teachers for unconditional support in our training
professional, to achieve our professional goals.
The Group
 3

ACKNOWLEDGEMENTS

To God: who has been a guide in our journey,

for allowing us to reach this goal and

to guide us in all the

moments of our life.

To our parents: for the support

provided during the process of

moral, academic and professional training.

To our teachers: who are our

guide in our training for

be competent professionals

The Group
 4

EXECUTIVE SUMMARY

Nowadays, we face consumers who want efficiency.

and effectiveness, that is why we must take into account the quality of products. The
consumer demand in the industry as it concerns one of the garments
basics in dressing for both men and women, by style and
comfort in its everyday use due to its shape and design, makes us feel light and
comfortable in household chores, in the office and in the constant hustle
our work as women has also allowed us in the social aspect
status change and social treatment with the approach of men towards equality
of rights in every aspect, that women also wear pants well
We also carry the wide strap according to the needs of the society.

A large number of people who use the

sweatshirts for household chores in the office and in the hustle, you can't find
the desired characteristics when acquiring a garment, this due to
since they tend to be in constant hustle, they want to have a garment that
brings more comfort and has high qualities that allow it to contribute to
its performance, which is why this work seeks to offer to this
market, sweatshirts made of cotton fabric, since this type of fabric presents
numerous advantages, especially for household chores besides being
an innovative product in the textile sector. Las Coquetas will manufacture and sell
sweaters and their production process will be outsourced like; cutting, sewing,
washing and ironing. Las Coquetas being responsible for the design and quality
at each stage of production to ensure a quality product.

To develop this project, an analysis of the environment was carried out.

specific and generic that allowed us to learn more about the market and find
information to deal with strategic situations. It has been established the
strategy that will be implemented to reach our target audience and us
we will focus on the qualities of our product due to the quality of the fabric with
that will be worked on, as well as the latest trends in designs. Our
the brand is 'Las Coquetas' and our sales location will also be the location of
the manufacturing will be located in the district of Chilca, which we consider that
Geographically, it can bring us closer to customers and to part of our
suppliers. Regarding the marketing plan, the marketing mix was developed, it
the sales plan was carried out, the financial analysis was done and the NPV and IRR were obtained

positives that support the profitability and feasibility of the project.

 5

INTRODUCTION

The Peruvian industry and the wholesale and retail traders of

textile manufacturing and clothing accessories now have different
highly positive market opportunities due to trade liberalization
national and international and the different options that may arise from the
different international agreements, so it is the right time to
promote the development of investments, which along with channels of
Concrete and correctly directed financing can be an incentive.
to undertake innovative and growth projects in the country, starting from
strengthening of companies in the sector.

The analysis of the sectors and their relationship with the trends of the country,

show that in recent years the trade and manufacturing sector

they have grown on average 5% annually over the past 10 years according to sources
from the ECB, hence the push towards strategies that find and achieve
satisfy a set of needs and requirements of some segment
potentially profitable, with quality products, that present a range
the added value with acceptable prices is essential to find
the preference and acceptance among customers, within the fashion industry.

Considering this, it is necessary for companies to

sectors are to be much more competitive and achieve new and better indices of
productivity, as this is undoubtedly the first obstacle that has to
overcome the sector.

These results bring up important considerations, such as

What is necessary is that the country and its companies, above all, start a
redirecting its operations towards greater quality in its
productive processes and procedures in such a way that they can present
more competitive products and compete with countries like Colombia, Chile,
this is one of the main issues that must be promoted in the
sector textile for what may survive a this panorama.
 6

INDEX
COVER i
DEDICATION ii
THANK YOU iii
EXECUTIVE SUMMARY iv
INTRODUCTION v
GENERAL INDEX I

MODULE I: GENERAL DATA

1.1. Company namee iMember. 14
1.1.1 Company name.................................................................................... 14
1.1.2 Integrante ........................................................................................ 14
1.2. Matrix i. 14
1.3. Matrix ii. 16
1.4. Matrix iii......................................................................................................17
1.5. Consolidation Matrix. 18
1.6. Geographical locationa .19
1.7. CIIU Code ......................................................................................... 19
1.8. Business Turnover ................................................................................... 19
1.9. Analysis of the Macro Environmento ................................................................... 19

1.9.1 Demographic aspecto................................................................... 14

1.9.2 Economic Aspecto ..................................................................... 14
1.9.2 Legal Aspect. 14
1.9.2 Socio-Cultural Aspect.... 14
1.9.2 Environmental Aspect. 14
1.10. Determination of the statistical sample (infinite population) ..............20
1.11. Survey design for the pilot test............................................23
1.12. Statistical analysis, graphic and results of the pre-test.......................24
1.13. Technical sheet of the pre-test survey
1.14. Strategic Planning.....................................................................29
Vision and mission
1.14.2 SWOT Analysis ..........................................................................29
1.14.3 Generic strategy ..................................................................29
1.14.4 Values...............................................................29
 7

MODULE II: MARKET STUDY

2.1. Quantification of demand...............................................................30

2.1.1 Determination ofUniverseo ...................................................................... 30
2.1.2 Market segmentation process (geographic ............................... 32
2.1.3 Determination of the potential market....................................................... 32
2.1.4 Determination of statistical sample (population.................................... 35
2.1.5 Design of the conclusive survey ..........................................................48
2.1.6 Statistical analysis, graphical representation, and results of the conclusive survey.......49

2.1.7 Technical sheet of the conclusive survey...............................................49

2.1.8 Identification of the available market, target market, frequency of use/consumption,
consumption per capita.............................................................................49
2.2. Demand calculation ........................................................................57
2.2.1 Projected demand matrix for 5 years........................................... 30
2.3. Analysis of the Offer................................................................. 57
2.3.1 Competitor Analysis................................................................... 57
2.3.2 Current and future competition.......................................................................60
2.3.3 Substitute products ............................................................................. 60
2.4. Marketing .................................................................................71
2.4.1 Square or distribution .............................................................................. 57
2.4.2 Logo, slogan ...........................................................................................60
2.4.3 Advertising and promotion ........................................................................ 60
2.4.4 Precio.................................................................................................... 60
[Link] Objectives and price determination ................................................. 60
[Link] Factors that affect the price............................................................... 60
[Link] Price analysis.................................................................................... 60
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MODULE I: GENERAL DATA

1.1. CORPORATE NAME AND MEMBER:

Company Name
MANUFACTURING OF WOMEN'S SWEATERS 'Las Coquetas' S.A.C.
The company will have this corporate form because it will be a person.
limited liability company, which means that the partners or
shareholders who make it up do not respond personally with their
heritage, but with the company's heritage. He cannot register his
actions in the Public Securities Market Registry.

To register the name or business name, a search must be conducted.

verification and reservation of the same, before the National Superintendency of the
Public Records - SUNARP; then, prepare the minutes and present it before the
notary, who will elevate the public deed in order to carry out the registration before
the Public Registers. It must subsequently be registered with the
National Superintendence of Customs and Tax Administration - SUNAT
in order to obtain the Unique Taxpayer Registration Number - RUC.

MEMBERS:
NAME E-MAIL CODE
NEW, PEREZ VILLALBA @
Linda, Toribio Llanos F12642E@[Link] F12642e
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[Link] I
TABLE NO. 1
MATRIX FOR CHOOSING A BUSINESS OPPORTUNITY
Preparation of Sales Service for Manufacturing of Sale of
FACTOR WEIGHT of delivery masks jumpers for machines of
jam ladies bakery
California Pond CALIF. POND CALIF. POND CALIF. POND CALIF. POND

INNOVATION 0.20 3 0.6 2 0.4 7 1.4 7 1.4 7 1.2

Commercial viability 0.20 5 1 5 1 8 1.6 9 1.8 9 1.8
ECONOMIC VIABILITY 0.20 5 1 6 1.2 7 1.4 8 1.6 10 2
TECHNOLOGICAL FEASIBILITY 0.20 3 0.6 6 1.2 5 1 5 1 5 1
LEGAL VIABILITY 0.1010 1 10 1 10 1 9 0.9 7 0.7
ENVIRONMENTAL FEASIBILITY 0.10 5 0.5 5 0.5 5 0.5 6 0.6 5 0.5
TOTAL 100% 4.7 5.3 6.9 7.3 7.2
PREPARATION: YENI, PEREZ VILLALBA AND LINDA TORIBIO LLANOS

In this first matrix, which aims to choose an opportunity to

In investment, it can be noted that the maximum scores are held by both Manufacturing.
of diving suits for women like the sale of bakery machines and being the one of
lower score for the preparation of jam and the delivery service.

Next, the reasons for the grades are explained for

each factor.

Innovation: Well, both the sale of masks and the manufacturing of

ladies' sweaters and the sale of bakery machinery have a score
of 7 since there are few companies in the locality that can provide these
services; while the sale of jam and the delivery service
they reached that score because there are many companies in the field that
offer these benefits.

Commercial viability: In the five business ideas proposed, there is a

market; therefore, they would have acceptability in their use, but it is worth noting that
the sale of jam and the delivery service have a much lower score already
that maybe the market is not sensitive to this service since there is a lot
competition and there is no knowledge factor.
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Economic viability: These business ideas will be profitable, in addition to

One can affirm that there is the capacity to have one's own resources.
for the financing of these projects; however, the sale of jam
and the delivery service has a lower score because of the technology that will be used
In this project, the investment will be very high as mobility will be needed.
this would raise greater accessibility.

Technological feasibility: The delivery service in this factor achieves the highest
score since more technology will be used due to the mobilities that are
they will be used for their proper functioning and; while in the other ideas the
technology is not a very important factor because they are almost similar.

Legal viability: In none of the previously presented businesses

There will be legal barriers to the installation and operation of this project because yes.
all the requirements requested by the Municipality for the 'licenses' are met
"special" will be easy to process and acquire; however, the idea five
It scores lower since the licenses for this type are very complicated.
of business.

Environmental viability: The presented businesses aim to elevate the

quality of life without harming the environment, but they have a conflict, it is because of them that

it has been rated that way because there is collateral damage in its
development of such businesses
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[Link] II
TABLE NO. 2
MATRIX FOR CHOOSING BUSINESS IDEAS

Questions Idea 1 Idea 2 Idea 3 Idea 4 Idea 5

Guides/ideas Yes No Yes No Yes No Yes No Yes No
Is there a need that
satisfy in your area? X X X X
Is there a market for this?
product or service? X X X X
Is there an unmet demand? X X X
There are conditions to produce the X X X X
product or generate service
Will this project allow us to have
earnings? X X X X X
Do you want to carry out this project?
X X X
Total ideas with Yes 3 4 5 6 4
PREPARATION: YENI, PEREZ VILLALBA AND LINDA TORIBIO LLANOS

LEGEND
Idea No. 1 making jam
Idea No. 2 Delivery service
Idea No. 3 sale of masks
Idea No. 4 Manufacturing of women's jumpsuits
Idea No. 5 sale of bakery machines

In this second matrix, the questions in the box were used to

obtain information if the project would really work.
Jam making: In this case, there is no need to
satisfy since there are different products available in the locality that can
replace it; therefore, there is a market that is satisfied since there is
different products that can replace it.

Delivery service In this case, there is indeed a need to satisfy since

In the locality, there are people who are of legal age and with the circumstances in
the one we are experiencing due to covid19 cannot go buy products from
first necessity; therefore, there is a market that is unsatisfied. This
the business will indeed be profitable because people, upon finding this service, will come.
to her.
 12

Mask sales: there is a need to cover since by the

Pandemic masks are of utmost importance to go out of the houses now.
that without them one cannot proceed; for this reason, it is stated that there can exist a

market they wish to satisfy, but much more masks are coming
cheap from China; this causes prices to drop and no longer generates much margin
of profit as in the first months of the pandemic since they are easy to
acquire them in the market at a very low cost.

Manufacturing of jumpsuits for women: Yes, there is a market for this idea, already.

who will be the women who desire those garments; in the same way
there is an unmet market because women seek quality,
price and they cannot find it in the market, the project would generate income.

Sale of bakery machinery: If there is a need in the

a location to have said business but the demand is already dissatisfied.
the target market is very limited and for the province, it is not very
necessary since the costs of such machines are very high and the machines
they are difficult to spoil, and they last a long time, and it is because of them that the market

the objective is not very big, however this idea is similar to the fourth
He meets all the directed questions, which is why he obtained a higher score.

[Link] III
TABLE N° 3
MATRIX FOR CHOOSING BUSINESS IDEAS
Idea Idea Idea IdeaIdea
Guiding Questions / Ideas
1 2 3 4 5
Local availability of materials
cousins 4 1 4 4 4
Labor availability
qualified 3 3 3 5 5
Locally available technology 1 1 4 5 4
You have skills to manage the
project 1 1 2 5 5
TOTAL SCORE 9 6 13 19 18
PREPARATION: YENI, PEREZ VILLALBA AND LINDA TORIBIO LLANOS
 13

LEGEND
Idea No. 1 Making jam
Idea No. 2 Delivery service
Idea No. 3 sale of masks
Idea No. 4 Manufacturing of jumpsuits for women
Idea No. 5 Sale of machines for
bakery

SCORE TABLE
5 Very good
4 Good
3 Regular
2 Bad
Very bad

In the third matrix, it can be observed that the manufacture of women's sweaters
and the sale of bakery machines have higher scores because there are
prior knowledge of business, in both businesses there is a
availability of skilled labor and locally appropriate technology, the
the cost can be acceptable compared to other business ideas
In addition to that, this project wants to be carried out and there are skills for it.
manage this project.

[Link] MATRIX
TABLE No. 4
MATRIX TO KNOW THE WINNING IDEA

MATRIX Idea 1 Idea 2 Idea 3 Idea 4 Idea 5

M–1 4.7 5.3 6.9 7.3 7.2
M–2 3 4 5 6 4
M–3 9 6 13 19 18
Total Score 16.7 15.3 24.9 32.3 29.2

Own elaboration, Huancayo 2010

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LEGEND
Idea No. 1 Making jam
Idea No. 2 Delivery service
Idea No. 3 selling masks
Idea No. 4 Manufacturing of sweaters for women
Idea No. 5 Sale of machines for
bakery

The business ideas that received the highest score are

manufacturing of women's sweatshirts reaching a score of 32.3 and
the sale of machines for bakeries that had 29.2 points. This
consolidation matrix helped to see which idea will work
according to the other factors already seen; well, this reveals
that idea No. 4, the production of women's clothing is the idea
winner. In the following modules, the idea will be developed for
to be able to position it in the market, basically analyzing the
market study, the technical, the legal, the organizational, the
economic; in the same way, we will evaluate the financial.

1.6. GEOGRAPHICAL LOCATION

Peru
GRAPH NO. 1 POSSIBLE LOCATION OF MANUFACTURING
LADIES' BUSES

SOURCE: Own elaboration, Huancayo 2010

The manufacture of women's overalls will be located in the

Puno street, between Junín; since this is a central location.
 15

1.7. CIIU CODE

The International Standard Industrial Classification is a

international classification system that was created with the
purpose of homogenizing all productive activities of
each country, allowing to identify the behavior
statistical of each activity. The criteria to define the
CIIU coding is based on the characteristics, uses,
inputs, process, and technology for each good or service.

The National Institute of Statistics and Informatics–INEI

(2010) through Chief Resolution No. 024-2010-INEI
has made official the fourth revision of the Industrial Classification
International Uniformity of all economic activities
called CIIU Revision 4.

For the current business plan, two correspond.

types of CIIU code, first the one from class 1410 called
Manufacturing of clothing and secondly of the class
4771 called Retail sale of textile products,
clothing and footwear.

TABLE NO. 5
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[Link] TURNOVER

The activity of this project is aimed at the sector

productive of the textile industry and sweatshirts manufacturing for
ladies.

[Link] OF THE MACRO ENVIRONMENT

1.9.1 DEMOGRAPHIC ASPECT

Population prov. Huancayo year 2007 484640 1/n

Republic of Turkey= ( ) -1
Population prov. Huancayo year 2017 511035
= 0∗ (. . +1 )
Republic of Turkey 0.00531726 0.53%
Population to be known
By recent population according to INEI
T.C. growth rate
Year Population
Population year 2020 519230
Population year 2021 521991 GraphTitle
Population year 2022 524767
600000
Population year 2023 527557
Population year 2024 530362 500000
Population year 2025 533182
400000
Population year 2026 536017
Population year 2027 538868 300000
Population year 2028 541733
200000
Population year 2029 544613
100000

0
1 2 3 4 5 6 7 8 9 10
Series1 202 202 202 202 202 202 202 202 202 202
Series2 519 521 524 527 530 533 536 538 541 544
 17

1.9.2 ECONOMIC ASPECT

The Peruvian economy has undergone two distinct phases of

economic development since the new century began. Between 2002 and the
In 2013, Peru was one of the fastest growing countries.
Latin America, with an average GDP growth rate of 6.1%
annual hundred. Prudent macroeconomic policies and structural reforms
of wide scope within the framework of a favorable external environment generated a
high growth and low inflation scenario. Peru has been severely affected
affected by the COVID-19 pandemic. A strict quarantine
widespread led to a decrease in GDP of 17.4% during the first
semester of 2020. According to the high-frequency surveys of the Bank
Worldwide, Peruvian households experienced one of the greatest losses.
of employment and income throughout Latin America. The job losses and the
risk aversion will affect consumption for the remainder of the year, while
that uncertainty will continue to hinder the recovery of investment
private.

The government has developed a global compensation program.

economic and assistance in order to protect the vulnerable population and
support for companies, which includes cash transfers,
postponement of tax payments and credit guarantees for the sector
private. However, the slowdown in economic activity will produce
a substantial increase in monetary poverty, the same that according to the
projections will reach levels prior to 2012. Considering the
depth of the recession in 2020, a strong recovery is expected for 2021
rebound, which presupposes an accelerated execution of public investment and
better international conditions as a result of the implementation of a
COVID-19 vaccine. From now on, the economy is expected to
stabilized at rates close to those recorded in the period before the crisis.
The challenge for the Peruvian economy lies in accelerating growth.
PBI, promote shared prosperity and provide for its citizens
protection against shocks, whether generalized or individual.
To achieve this, it will be necessary to enhance the effectiveness of the State in the provision

of public services and generate protection plans, as well as provide a

better connectivity infrastructure and formulate policies to reduce the
rigidities in factor and product markets.
 18

1.9.3 LEGAL ASPECT

To adopt the legal form according to the General Companies Law, the
which indicates that a society involves the contribution of monetary and non-monetary goods.

financial resources with the aim of starting their economic activities. There are
various business forms to create companies, which have different
advantages and disadvantages regarding the type of business to be carried out. Depending

of the sales level, to adhere to the corresponding tax regime, according to

Regulations of Legislative Decree No. 1269 that creates the MYPE Regime
Income Tax taxpayer.

With the Consumer Defense Law 29571, it will allow us to demand

quality raw material to our suppliers, as this protects the
Consumer or End User through INDECOPI.

1.9.4SOCIO-CULTURAL ASPECT
Due to social and cultural changes, the attitudes of the
females have been modified regarding purchasing power,
favoring the demand for products and services.

The lifestyles of the "modern" are characterized by being

women who always stay well-groomed and seek recognition
about their achievements before society. They seek to inform themselves and stay updated, they are not

agreement with machismo and acquire products of proven brand.

They always want to achieve their development on their own and admire the effort.
of other people. They are located in all the NSEs. 36 The increase in terms of
the income and population in 'modern' lifestyles results
favorable for the current business plan, as it is aimed at women
with these characteristics

Due to the mega trend of greater female empowerment, the habits and
customs have changed; nowadays there are more women studying,
working and training; it is known that there is a greater capacity for
expenses due to independence over their outgoings; likewise the roles
relatives of women have changed (they also have their own
money and they can do whatever they want with their money). The clients are in
search for added value in the services and/or products that
acquire.
 19

1.9.5 ENVIRONMENTAL ASPECT

Clothing production is very resource-intensive.

natural and emissions generation. Let's just consider the following:

• Make a pair of denim pants produce the same ones

greenhouse gas emissions from driving a car over
128 kilometers, approximately.

The discarded clothing that was made with non-products

biodegradables can remain in a landfillup to 200 years.

To innovatively meet the demand for clothing

Tomorrow, we must do what has never been done before: design, test and
invest in clothing models and maximize their lifespan.

1.10. DETERMINATION OF THE STATISTICAL SAMPLE (POPULATION

INFINITE
1.11.
STATISTICAL FORMULA TO DETERMINE A SAMPLE
WHEN THE POPULATION IS UNKNOWN

2
∗ ∗
n= 2
n sample
z confidence level 95%

p probability of success 50%

q probability of failure 50%
e margin of error 5%

n 384
 20

[Link] OF THE PILOT SURVEY OR PRETEST

PRE-TEST

Thank you very much for giving me a moment of your attention, the following pre-test is
it is carried out with the aim of collecting information, I thank you for
in advance for your collaboration.

F ________
Chilca ____

Answer the following questions truthfully:

Do you practice any sport?

Yes

2.W
h
chiofn
h
o
g
e
w
tilsoltp
sfordo o
yue
c?ia
tcpr
a) Aerobics Gym

3. Do you use a wetsuit to practice that sport?

If b) No
4. How many times a week do you practice that sport?

Every day 5times 3times

What is the probability that I will buy a sweater from a new brand?
high b)Median Regular
 21

1.13. STATISTICAL ANALYSIS, GRAPHIC AND RESULT OF THE PRETEST

Questions:
Do you practice any sport?

IF 206 54%
NO 178 46%
TOTAL 384 100%

Do you practice any sport?

206

178

NO

Comentario
In this first question, 54% of the surveyed
they responded that they do practice sports; therefore, it was passed to
develop the following questions in such a way that they can provide
suggestions regarding the sales manufacturing project for
sweaters that will be established in the market. However, if you are
people would have given a negative response to this question,
the survey would not have been developed.
 22

2. Wh
ch
i of hte oo
lw
flnig spostr do you pa
rcce
it?

Aerobics 206 54%

Gym 103 27%
Others 75 20%
TOTAL 384 100%

Which of the following sports do you practice?

206

103
75 54% 27% 20%

1 2

Aerobics Gym Others

Comment:
This question was key to obtaining information if the
people really wanted to buy the women's hoodies; the
the survey showed a percentage of 54% Aerobics, 27% Gym
20% Others. which means that they would indeed like to buy sweaters
since they need it for their routine.

3D
.o you use a a
rtcksuti ot pa
rciet hsti spo?tr

YES 295 77% Do you wear a sweatshirt to practice that?

NO 89 23% sport
TOTAL 384 100%

295

89 77% 23%

1 2

YES NO

Comentario
In question three, 77% of the surveyed people
they use a wetsuit to practice sports; while 23%
they mentioned that it is not necessary to wear a sweatshirt and you can use

short.
 23

4. How many times a week do you practice that sport?

Every day 32 8%
5 times 57 15%
How many times a week does he/she practice that?
3 times 138 36% sport?
1 time 157 41%
TOTAL 384 100%

1 2

Every day 5 times 3 times 1 time

Comentario
The people in this question had many options.
to answer how many times a week they practice this sport
Itdependsonwhatfrequencythediversuse.

5. What is the probability that I will purchase a wetsuit from a new brand?

High 92 24%
Median 59 15%
Regular 138 36% What is the probability that a diver will acquire it?
Low 55 14% a new brand?

None 40 10%
138
TOTAL 384 100%
92
59 55
40 24% 15% 36% 14% 10%

1 2

High Median Regular Low None

Comment:
In this question, the answer is essential to see if the
people would be willing to buy sweaters from a new brand
the answers are acceptable that means we can enter
to said market, Well, it is important to know that it
The primary goal is to meet the needs of the clients.
 24

[Link] DATA SHEET OF THE PILOT SURVEY OR PRETEST

MARKET RESEARCH TECHNICAL SHEET

Name of the research project Pre-feasibility study for manufacturing
diving suits for ladies in Huancayo
Survey Company: Own preparation
Fieldwork date: From October 20 to 22 and from October 27 to 29.
from 2020
Natural or legal person who carried it out José Núñez / Christian Vásquez
Natural or legal person that José Núñez / Christian Vásquez
ordered:
Source of financing: Own
Target Group: women between the ages of 18 and 25 from social class C
from Huancayo
Sample Design: Simple random sampling
Marco Muestral: People who are in the group
from WhatsApp and Twitter, Instagram of the
students: who are in the range
young adult age (18-25 years)
Sample size: 384 people
Collection technique: Virtual surveys with questionnaire type
multiple choice
Geographical Coverage: HUANCAYO
Margin of error and reliability A margin of error of 5% was used.
(Precision): A confidence level is provided of
95%
Report submission date: October 30, 2020

The activity of this project is focused on the sector

productive of the textile industry and sweatshirt manufacturing for
ladies.
 25

STRATEGIC PLANNING

1.15.1 MISSION

LAS COQUETAS SAC. is a company dedicated to the

production and marketing of sweaters for women, which
satisfies our customers with the quality of skincare,
comfort, style and durability. Likewise, it seeks the preservation
of the environment, offering a healthier world for the
next generations.

1.15.2 VISION

To be recognized locally as a leading company in the

production and marketing of sweaters for women, capable of
compete with established brands in the market.

1.15.3 SWOT ANALYSIS

The company will apply the SWOT analysis, which allows
identify the strengths, weaknesses, opportunities, and threats
in order to build internal and external strategies to be
competitive in the market.

The following is the strategic SWOT matrix

 71

SWOT Analysis
The table describes the SWOT matrix of the company, with the strategies to be implemented in the startup of the business.

SWOT
FORTALEZ
Internal Factors WEAKNESSES–D
Fair price with the best quality cotton D1
F1
New company in the market
D2
The unavailability of funding; it is not
External Factors F2 Online catalogs and physical samples
has a credit history

OPPORTUNITIES - O FO Strategies DO Strategies

The 1 increase in people who want to do Make product presentations in the (Increase greater participation in the brand, giving
sport and attend gyms social networks and/or websites with videos to get to know the goodness of the product.
Decide on financing alternatives
The 2Expo clothing fairs. Promote physical garments at the expo
to support the start of the business.
O3Online selling (social networks, website ecological holidays
web, etc . .
Implement administrative software and
Loyalty to the customer through the creation of automated accountant to facilitate the
4 Credits for MSEs with low rates
social networks (Facebook, processes in the business units.
interest. WhatsApp and Instagram) so that they can
interact and access virtually in
The 5 technological and administrative programs
real time to all the desired information,
to reduce costs for MSEs. subsequently provide after-sales service.
Obtaining information qualitative y
quantitative analysis of our clients (trends)

THREATS–A FA Strategies DA Strategies

Unfair competition from producers, Develop suppliers in different areas (D4, A3) Adaptation to quality standards,
smuggling and informality from the country that offers new alternatives for reducing complaints and fewer returned products;
supply of raw materials. promoting increased competitiveness and efficiency
Current political situation in Peru (D1, A4) Looking for outsourcing options in the
Outsource the distribution of our processes that generate an increase in costs.
products in all points of sale (D3,A3) entry fields obtaining the record of
A 3 There are no entry barriers for (F1,A3) Create entry barrier through brands and papers.
potential competitors. brand positioning and that the customer is
happy with the product through strategies
CRM, BTL, PUSH and PULL
A 4 Decrease in gym attendance during the season

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1.15.4GENERIC STRATEGY
1.15.5VALUES
The set of rules, principles, and beliefs is part of a
strong organizational culture, which regulates management; therefore, among
we have our values:
Commitment: Fostering employee commitment towards the
optimal customer care.
Teamwork: Integrating our collaborators, in order to
obtain the commitment.
Honesty: Providing truthful information about our product.
Responsibility: Meeting delivery deadlines
products.
Integrity: Forming collaborators who live on the foundation of
truth, transparency and honesty
Positive attitude and joy: Maintaining an environment of joy based
in injecting a positive attitude in its members, in the face of any
circumstance. We start from the premise that happiness is a decision and not
a condition.

1.15.6 OBJECTIVES
Offer sweaters for ladies, with the purpose of protecting the skin and preserving it.

the environment.
Increase annual sales by 3%.
Reduce production costs by 10% each year.
Increase market share by 5%.
Generate greater profits, increasing by 5% each year.
 MODULE II: MARKET STUDY
2. QUANTIFICATION OF DEMAND
[Link]
The segmentation criteria to consider are the following:
Geographic segmentation
• Huancayo511,035
DEMOGRAPHIC SEGMENTATION
• Female
• 18–25 years
SOCIOECONOMIC SEGMENTATION
• c = 32%

SOURCES:

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virtual/bulletins/test/1/#list
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content/uploads/2018/03/Information-
departmental-provincial-district-as-of-
[Link]