Propuesta de creación de una empresa para comercializar calzado en cuero para caballero en la ciudad de Tunja Boyacá.

Abstract

The proposal is focused on projecting an administrative structure that encourages entrepreneurship according to the professional profile of a Business Administrator. Likewise, investigate the market in this case of footwear to design the indicated strategies that the commercialization of this product requires to potentiate the company in Boyacá and especially in the city of Tunja. This research is the situational diagnosis that allows us to observe reality directly. Subsequently, the components to be investigated were identified as the market and the product. In this sense, the need to create a Marketing strategy to market footwear in a specialized and technical manner was detected, as well as to integrate the guild. The design and application of the information collection instrument was continued, to visualize the panorama around the use of innovative strategies in the marketing of footwear, noticing a great gap in the merchants which was reflected in the approach to the problem and in the formulation of the objectives of this investigation. It is worth mentioning the recognition of different bibliographical sources to express the foundation of the project contained in the theoretical framework as support for the research process. The research methodology used has implied establishing the starting point to confront the experience exercised by footwear merchants and the theoretical foundations learned during the professional career specifically in creating a company in marketing fundamentals and market research to analyze the result. Of the data obtained through the instrument used as was the survey facilitating a more precise consideration in the behavior of the consumers of the merchants and the producers which allowed the author to build the present proposal for the creation of a company for the commercialization of footwear in Tunja.