COMPANY INFORMATION W-FASHION BOUTIQUE:

TRADE NAME: W –fashion boutique

COMMERCIAL ACTIVITY: Wholesale trade of clothing

¿HAS THE COMPANY TRADITIONALLY BEEN ADVERTICED

WHAT PUBLICITY?.

At the beginning of the 80's the idea of commercializing

products for women arose as a family business; the
HISTORY OF THE COMPANY OR ENTERPRISE:
great vision of the founders as well as 30 years of
experience in purchasing merchandise and in leading
franchises in the market resulted in a single successful
business model under the franchise system, quickly
obtaining the interest of investors at a national level
and above all with the experience of 18 stores in the
informal trade.

During the 30 years of experience in the market, the

business passed from generation to generation, with
different stores where the task of adding products
highly selected for sale and that have become the first
and second necessity for women.

At the present time we manage to commercialize 9

different product lines in the same place (CLOTHING,
COSMETICS, JEWELRY, HANDBAGS, WALLETS,
SEASONAL ITEMS).

Translated with www.DeepL.com/Translator (free

version)
 WHAT TYPE OF ADVERTISING AND WHAT TOPICS WERE ADDRESSED?

 radio in the locality of the town of chinu

cordoba

 marketing and digital advertising through

its official facebook account as the w-
fashion boutique.

 in the company has been advertised

through social networks have also been
made advertising campaigns to show our
clothes. Through the instrument of
posters which invite and encourage our
customers to come to where we are
located and can see all the clothes we
have and the variety of service and
quality of all our clothes ideal for the
whole family.
For greater customer satisfaction there is
a discount from 15%.
 OUR MISSIÓN :

To satisfy the needs of our customers, employees, partners and suppliers regarding the
commercialization of our garments, offering reasonable prices, excellent service and quality;
optimizing all available resources, accompanied by a group of human talent committed to the
pursuit of continuous improvement for a good performance and manufacture of our products.

VISION

By the year 2024 to position ourselves as the most recognized Boutique in chinu cordoba offering
exclusive, modern and high quality designs to women, men and children with personalized advice
from professionals in fashion trends.personalized advice from professional in fashion trends.

QUANTITATIVE OBJECTIVES:

 Achieve an 80% increase in business profitability.

 Increase sales volume by 20% through a market extension for a period of 18 months.
 market extension for a period of 18 months.

QUALITATIVE OBJECTIVES:

 Obtain market leadership through product and service quality.

 service.
 Create, develop and foster a permanent relationship with customers.
 To meet and exceed customer expectations.
 Acquire customer loyalty, continuously improving customer satisfaction levels,customer
satisfaction levels.
 And it was established as a strategy to penetrate the market "to increase the market
share corresponding to the products of the company's products. market share
corresponding to the products or services present, by means of a greater marketing
effort.
 SWOT MATRIX.

WEAKNESSES:
-We lack experience.
-We depend on suppliers.
-We only have one store.
- As it is a new business we do not have big clients.

OPPORTUNITIES
-Opportunity to open other establishments.
- We can open other stores where it is totally mixed.
-Increase our income with promotions especially on special dates.
-Use of technologies.
-The casual wear style market is growing.
-The income level of potential consumers is very good.

STRENGTHS:
-Exclusive models at a good price.
-Store that offers services in a variety of current fashions.
-Variety of sizes; colors; styles;
designs; etc.
-Good customer service.
-Excellent quality product.

THREATS:
- New competitors.
- Lower priced products in other boutiques.
-Changing fashion trends.
-Competitor's offer.
-Merchandise that failed to sell.
-Unforeseen increase in operating costs within current markets.
 DEFINITION OF THE OBJECTIVES OF THE MARKETING PLAN:

Project a visual image of our product to attract customers using the marketing strategy by
expanding and continuously improving the products offered achieving the satisfaction of each
customer taking into account their personality needs and expectations with a great purpose of
increasing sales of high quality garments to achieve brand positioning initially in the Villa Galeno
neighborhood.

BUDGET:
STAGES OF THE PRODUCT LIFE CYCLE

PRODUCT

1) Introduction

w-fashion boutique Born from the idea of the owner; she did the introduction of her introduction
of her products to the market in order to satisfy a need in to satisfy a need in the people; which
was to commercialize to commercialize clothes of recognized brands for those people with
demanding tastes.

2) Growth

With the passing of the years, the products offered by the company have been products offered by
the company have been gaining the acceptance of the people for being durable and quality
products. has allowed the company to increase the demand for its products. increase.

3) Maturity

Due to the acceptance of its products in the market, the company has the market, the company
has maintained a high level of sales, since these products are products are aimed at middle class
people with a fairly good purchasing power. purchasing power, this has helped the company to be
going through a stage where it is company is going through a stage where it maintains its profit
levels even in times of crisis. profit levels are maintained even in times of crisis.

4) Decline

The company has not yet passed through this stage since it has remained thanks to its sales it has
remained competitive in the market. market, it has also been influenced by the fact that it does
not have strong competition competition, which has helped it to be one of the best companies in
the market for thein the market for the commercialization of brand-name clothing. branded
clothing.

LAW FOR THE SALE OF CLOTHING.

For a business establishment to open to the public, it must meet a series of requirements that the
law imposes, which, if not met, can lead to the sealing of the premises or establishment, and even
the imposition of fines.

Every business must operate in a commercial establishment, which, duly formalized before the
Chamber of Commerce, acquires legal recognition.

REGISTER IN THE COMMERCIAL REGISTER:

Every commercial establishment must be registered in the commercial register, understood as the
legal instrument that has the purpose of keeping the registration of merchants and commercial
establishments, as well as the registration of all acts, books and documents of the merchant.

The commercial registry is processed in the Chamber of Commerce.

 Fill out the land use certificate.

 Acquire copyright certificate

 Acquire the health concept.

 Security certificate.

 Control of weights and measures.

 Price list.

 Registration in Rut.

 Inform the police commander about the opening of the business establishment.
CONSUMER/TARGET AUDIENCE:

Consumer behavior is marked by the characteristics that make up each homogeneous group that
exists in the market, that is, the market segments. This information is important for the
development of clothing businesses anywhere in the world. The study aims to determine the
purchasing behavior of clothing consumers in the city of Chinu, province of Cordoba.

The behavioral variables that were taken into account to carry out the respective analyzes were:
time, way of canceling the products, company at the time of making the purchase. The research
method used was quantitative and qualitative. Techniques of interviews, surveys, crossing of
variables were applied in a significant sample that represented clothing consumers between 16
and 30 years of age. The results obtained come from 80% of the consumers belonging to the urban
parish of Chinu, most of the purchase is made in cash, always allocates time to buy clothes without
the company of someone and does not make major differences between the clothes imported and
national. Consumers take half an hour to make the purchase action, identifying the behavior in this
category of products will improve the commercial strategies of the businesses that are in the city

BUSINESS SCOPE:

The company shows an interest in positioning itself more in people's minds and be number one
in the usuluteco market through the acquisition of products that are currently in fashion and thus
be able to keep your current customers and attract new customer’s potentials.

Size Growth and Profitability of the

Business
THE COMPETITION

Identification of competitors.

a) Primary Competitors. THE COMPETITION

Identification of
competitors.

a) Primary Competitors.

The w-fashion boutique company has a small number of competitors and even though they have
tried to steal the market, they have not have achieved because it does not have the same diversity
of products that the business owns. To some extent this is becomes an advantage for this
company since this allows it to attract new customers and retain existing ones. is to take Keep in
mind that the products sold by this entity are luxury and at the same time it must be in accordance
with the fashion of the moment.

b) Secondary Competitors.

The competitors in this field are many but these are not affect the company since although it is
true that these are dedicated to the sale of the same product this does not meet the expectations
that potential customers have. In addition to that the class to which the fashion boutique
dedicates its product is the high average for therefore, it is not affected by this type of
competition.

c) Description of the
product.
The products that the competition offers have the same purpose which is to cover the clothing
needs. The only weakness this has is that lately they are no longer diversifying their product which
causes customer dissatisfaction.

d) Growth and size of competitors.

There are many who have wanted to venture into the world of brand-name clothing businesses,
but due to the lack dedication and variety of product, have gone into decline. In other words, the
current growth of the competition is low, but it does not mean that the company should be
trusted since the market is changing and you have to be at the forefront of these.

The fashion butique company has a small number of competitors and even though they have tried
to steal the market, they have not have achieved because it does not have the same diversity of
products that the business owns. To some extent this is becomes an advantage for this company
since this allows it to attract new customers and retain existing ones. is to take Keep in mind that
the products sold by this entity are luxury and at the same time it must be in accordance with the
fashion of the moment.

b) Secondary Competitors.

The competitors in this field are many but these are not affect the company since although it is
true that these are dedicated to the sale of the same product this does not meet the expectations
that potential customers have. In addition to that the class to which the fashion boutique
dedicates its product is the high average for therefore it is not affected by this type of competition.

c) Description of the
product.

The products that the competition offers have the same purpose which is to cover the clothing
needs. The only weakness this has is that lately they are no longer diversifying their product which
causes customer dissatisfaction.

d) Growth and size of competitors.

There are many who have wanted to venture into the world of brand-name clothing businesses,
but due to the lack dedication and variety of product, have gone into decline. In other words, the
current growth of the competition is low, but it does not mean that the company should be
trusted since the market is changing and you have to be at the forefront of these.

GENERAL OBJECTIVES OF THE PROJECT:

Establish ourselves as a company dedicated to the beauty of Saladeña women, in order to offer
excellent brand products. We have a specialized staff to serve our clients and to manage our own
resources and assets.

MARKET ANALYSIS:

The marketing plan is a vital part of the business plan; it is the study of the market where the

result is quantified and measured, with this study the potential market is known. Although the

business plan is used to see if the business is feasible or not, you can also analyze the demand

total and the way you can enter the market.

According to the authors, the business plan allows identifying the following information:

The profile of customers, that is, their tastes, preferences, purchasing behavior, acceptance

product and consumer trends.

The competition that exists: direct competition, indirect competition, substitute products,

location of competition, strengths and weaknesses of the competition.

This information is obtained in two ways, using primary information sources and secondary
sources.

of secondary information. With these two sources we can determine the segment that helps us

to define if the population is finite or infinite to obtain the number of the sample. The authors

propose the following seven steps to recognize the strategies that can be implemented in the

business plan:
1. Observation, search for opportunities in the market.

2. Determination of the potential market and its needs.

3. Determine the segmentation variables.

4. Determination and projection of the segment.

5. Determine and project the action of the competition in the segment.

6. Determine the strengths, weaknesses, opportunities and threats of the segment.

7. Choice of segment.

With this information you can start defining the strategies that can be implemented. The

authors define them as follows:

● Product Strategy

● Pricing strategy

● Sales strategy

● Communication strategy

● Market introduction strategy

These strategies will be designed in order to influence the demand of the clothing trade

for women and for the whole family in general, seeking more and more for the Fashion Boutique
clothing store to be known and required by more families.