Inteligencia de mercados para la exportación de ponchos de lana de la empresa Milmarte ponchos ubicada en Otavalo Ecuador
Authors
Cevallos Rojas, Nicole Anahí
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Date
2025
Journal Title
Journal ISSN
Volume Title
Publisher
PUCE - Ibarra
Abstract
El presente proyecto de investigación tiene como objetivo realizar una inteligencia de mercados para la exportación de ponchos de lana de oveja de la empresa MILMARTE ubicada en Otavalo Ecuador, con el objetivo que la empresa Milmarte pueda aumentar su competitividad, posicionarse en nuevos nichos de mercado y generar mayores ingresos económicos. El plan de exportación tiene la finalidad de aprovechar la oportunidad de crecimiento dentro del mercado artesanal y así puedan exportar de manera directa, ya que los propios artesanos llevan sus productos a mercados extranjeros de una forma inadecuada, es decir lo hacen a través de terceras personas. La inteligencia de mercados ayudará a mejorar aspectos de producción y comercialización del producto, y perfeccionarse en dichas áreas. Después de haber determinado las fortalezas y debilidades que tiene la empresa Milmarte, el estudio se centró en proponer, solucionar e identificar mercados internacionales, posibles clientes, competencia directa, con el objetivo de corregir, crecer y posicionarse en el mercado internacional, además se muestra la viabilidad del plan de exportación mediante el análisis de los costos de fabricación, ingresos, gastos y utilidades. El proyecto abarca un estudio de los aspectos teóricos que intervienen dentro de un plan de exportación, sustentadas con sus respectivas citas bibliográficas; bases teóricas, consta también del desarrollo metodológico utilizado para la obtención de información; de igual manera muestra los resultados de la investigación donde llevó a cabo una inteligencia de mercados con el propósito de determinar qué mercado es más conveniente para realizar la exportación del producto ponchos de lana de oveja dando como resultado el mercado estadounidense, y por último las conclusiones y recomendaciones del proyecto
The wide range of export products is essential to take advantage of the competitive advantages that Ecuador has, sheep wool ponchos are considered a product with a high cultural content. The objective of this research project is to conduct a market intelligence for the export of sheep wool ponchos of the company MILMARTE located in Otavalo Ecuador, with the objective that the company Milmarte can increase its competitiveness, position itself in new market niches and generate greater economic income. The export plan aims to take advantage of the opportunity for growth in the handicraft market so that they can export directly, since the artisans themselves take their products to foreign markets in an inadequate way, that is, they do it through third parties. The market intelligence will help to improve aspects of production and marketing of the product, and to improve in these areas. After having determined the shortcomings of the company Milmarte, an analysis of the internal and external environment was carried out, to increase its strengths, also focused on proposing, solving and identifying international markets, potential customers, direct competition, in order to correct, grow and position itself in the international market, also shows the feasibility of the export plan through the analysis of manufacturing costs, revenues, expenses and profits. The project includes a study of the theoretical aspects involved in an export plan, supported with their respective bibliographic citations; theoretical bases, also consists of the methodological development used to obtain information; likewise shows the results of the research, and finally throws the conclusions and recommendations of the project.
The wide range of export products is essential to take advantage of the competitive advantages that Ecuador has, sheep wool ponchos are considered a product with a high cultural content. The objective of this research project is to conduct a market intelligence for the export of sheep wool ponchos of the company MILMARTE located in Otavalo Ecuador, with the objective that the company Milmarte can increase its competitiveness, position itself in new market niches and generate greater economic income. The export plan aims to take advantage of the opportunity for growth in the handicraft market so that they can export directly, since the artisans themselves take their products to foreign markets in an inadequate way, that is, they do it through third parties. The market intelligence will help to improve aspects of production and marketing of the product, and to improve in these areas. After having determined the shortcomings of the company Milmarte, an analysis of the internal and external environment was carried out, to increase its strengths, also focused on proposing, solving and identifying international markets, potential customers, direct competition, in order to correct, grow and position itself in the international market, also shows the feasibility of the export plan through the analysis of manufacturing costs, revenues, expenses and profits. The project includes a study of the theoretical aspects involved in an export plan, supported with their respective bibliographic citations; theoretical bases, also consists of the methodological development used to obtain information; likewise shows the results of the research, and finally throws the conclusions and recommendations of the project.
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Keywords
Exportación, Inteligencia de mercados, Ponchos de lana, Mercado internacional, Milmarte