Análisis del Sector industrial y comercial de perfumería en el periodo 2009 – 2013 y desarrollo de un modelo de gestión empresarial para el diseño del producto, escalamiento industrial y comercialización de un perfume de mujer en una mediana empresa de la ciudad de Quito.
The women's perfume sector in Ecuador is saturated with imported world famous brands and other brands less known. The first ones consolidate their success through innovation and highly structured commercial strategies. The second ones have achieved this aim through the variety of their propo...
| Autor Principal: | Álvarez Salinas, Luz Marina |
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| Formato: | masterThesis |
| Idioma: | spa |
| Publicado: |
2015
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| Materias: | |
| Acceso en línea: |
http://dspace.ups.edu.ec/handle/123456789/9027 |
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| Sumario: |
The women's perfume sector in Ecuador is saturated with imported world famous brands
and other brands less known. The first ones consolidate their success through innovation
and highly structured commercial strategies. The second ones have achieved this aim
through the variety of their proposal at low cost. These brands together are effective
competition for Ecuadorian product, which does not practice any commercial strategy,
industry development, or innovation. The application of a model of business management
developed to the product design, industrial upgrading, and commercialization of a perfume
for women will provide to the Ecuadorian cosmetic medium sized companies a tool in
order to achieve competitive levels in the market. The aim of this project was to develop a
proposal, so that a descriptive investigation of the reality of perfumes sector in Ecuador
and Quito during 2009-2013 was done. This investigation obtained updated information of
local perfume industry. An exploratory study of the female population between 20 and 34
years old in Quito’s city was done. This study allowed identifies perfume preferences,
acceptance of foreign brands, expectation of the supply of Ecuadorian perfume, and some
recommendations of local producers. The client study of industrial sector shows that
perfume has become in a product of daily use. The highest penetration brands in the north
of Quito are Victoria Secret, Channel and Yanbal. The preferred distribution channel is
“the fragrances”, and people like to buy from a catalog. On the other hand, women are
disposed to try perfume made in Ecuador; therefore, it needs to be excellent in aroma and
quality. Furthermore, these perfumes need to have low prices free of import tariffs. The
study of industrial sector emphasizes that in the perfume sector participates small and
medium national companies, which import finished product, produce to multinational
companies, and only few produce their own products. Besides Yanbal multinational
(national production), there were local industries such as, Windsor Laboratories,
Producosméticos, and handicraft workshops. The information obtained from market study
allowed the creation of brief of the product because productive, commercial, and financial
strategies of the product for a medium size company were designed. By analyzing
breakeven and profitability of the business the viability of the proposal was evaluated.. |
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