HIGHER SCHOOL OF BUSINESS ADMINISTRATION

BUSINESS ADMINISTRATION CAREER

DEGREE PROJECT

“IMPLEMENTATION OF
A MARKETING PLAN
“WOMEN’S CLOTHING”
DEGREE PROJECT TO OPT FOR
THE DEGREE OF SENIOR
TECHNICIAN IN BUSINESS
ADMINISTRATION.

Author: SUSAN JHAZMIN VARGAS CABELLO

COCHABAMBA - BOLIVIA
 DEDICATION
We dedicate this study with much affection to all the teachers who
have trained us with great wisdom throughout the entire period of
academic preparation to function in an increasingly competitive
world.

It is also dedicated to all the authorities and administrative staff of

this prestigious institution for allowing us to be part of a generation of
successful and productive people for our country.

I dedicate this thesis to God because he has been with me every

step of the way and has accompanied me throughout my career,
offering me his unconditional help and support. To my mother, a
fundamental pillar in my life who, with her example, knew how to
encourage me to achieve this new goal.

I dedicate my thesis to my parents and my brothers, who are my

light and most precious treasure, the basis of all my ideals, the
reason for feeling that I have everything I need to be happy and for
the support received in my intellectual development, infinitely

Thank you.
 GRATITUDE
I would like to express my sincere gratitude to the authorities of the Higher
School of Science and Art, to the Administration Program, for the contribution
they have made to my professional training.

We express our gratitude to Mr. Lic. MSc. Emir Balderrama C., my project
advisor, for the professionalism and human quality with which he guided me in
this work.

INDEX
INTRODUCTION.

CHAPTER I - MAIN ASPECTS.

1.1. BACKGROUND.
1.1.1. General background.
1.1.2. Specific background.
1.2. PROBLEM STATEMENT.
1.2.1. Symptoms.
1.2.2. Causes.
1.2.3. Forecast.
1.2.4. Control to forecast.
1.2.5. Problem tree.
1.3. PROBLEM FORMULATION.
1.4. GOALS.
1.4.1. General objective.
1.4.2. Specific objectives.
1.5. RESEARCH JUSTIFICATION.
1.5.1. Theoretical justification.
1.5.2. Social justification.
1.5.3. Practical justification.
1.5.4. Economic justification.

CHAPTER II - THEORETICAL FRAMEWORK.

2.1. MARKETING.
2.1.1. Definition of marketing.
2.1.2. Importance of marketing.
2.1.3. The two faces of marketing.
2.1.3.1. Operational marketing.
2.1.3.2. Strategic marketing.
2.1.4. Marketing plan.
2.1.4.1. Marketing plan structure.
2.1.4.1.1. Executive summary.
2.1.4.1.2. Table of contents.
2.1.4.1.3. Background.
2.1.4.1.4. The Market - objective.
2.1.4.1.5. Problems and opportunities.
2.1.4.1.6. Execution and control.

CHAPTER III - METHODOLOGICAL DESIGN.

3.1. METHODOLOGICAL STRUCTURE.
3.1.1. Type of study.
3.1.2. Research design.
3.1.3. Methods.
3.1.4. Determination of the unit of analysis and universe or population.
3.1.4.1. Unit of analysis.
3.1.4.2. Universe or population.
3.1.5. Sample and/or census.
3.1.6. Research techniques.

3.1.6.1. Primary Sources.

3.1.6.2. Secondary Sources.
3.1.7. Scope and Limitations.
3.2. FIELD WORK.
3.2.1. Survey Application.
3.2.2. Results Obtained.
3.2.3. Crossing of Variables.
3.2.4. Conclusions of the Field Work Carried Out.

CHAPTER IV - PROPOSAL.
4.1. MARKETING PLAN.
4.1.1. Mission
4.1.2. Vision.
4.1.3. Goals.
4.2. COMMERCIAL MIX.
4.2.1. Product Strategy.
4.2.1.1. Product Quality.
4.2.1.2. Product Presentations.
4.2.1.3. Product Description.
4.2.2. Pricing Strategy.
4.2.3. Plaza Strategy.
4.2.3.1. Distribution Channels.
4.2.3.2. Physical Distribution of the Product.
4.2.4. Promotion Strategy.
4.2.4.1. Advertising.
4.2.4.2. Personal Selling.
4.2.4.3. Sales Promotion.

CHAPTER V - CONCLUSIONS AND RECOMMENDATIONS.

5.1. CONCLUSIONS.
5.1. RECOMMENDATIONS.

LITERATURE.

ANNEXES.
 INTRODUCTION.

CHAPTER I - MAIN ASPECTS.

1.1. BACKGROUND.

Below, for the preparation of this project, the general and specific background will
be detailed:

1.1.1. General Background.

According to the dictionary of the Royal Spanish Academy, the word fashion
means: to use a way or custom that is in vogue for some time, or in a certain
country, especially in clothing, fabrics and ornaments, mainly those recently
introduced.

Well, even though there were no dictionaries like the ones we know today in
ancient times, concern for image and fashion already existed.

Fashion is based on 5 basic elements that have endured through the centuries:

• The color
• The form
• The fall
• The texture
• The balance of the garments

To obtain a good result, the combination of these five elements must be used,
taking into account the physical features of the person.

Fashion in its most primitive version was born in prehistoric times when men and
women used skins to cover their bodies as loincloths. As the Ice Age progressed,
man created the needle from polished bone splinters to sew warm clothing.

In the 7th and 8th centuries BC, the Babylonian Empire introduced colour and
decorations into its clothing. In Ancient Egypt, the typical clothing was made of
white linen, a fabric that was very difficult to dye, draped with shape and fall, giving

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rise to the most enduring style in history.

In the 1st century AD, the wealthiest Romans imported silk from China and India.
They later sold them at a golden price due to the high cost of transporting them
from those countries. Dyed wool from Tyre was also highly valued and was used by
wealthy Roman women.

For over 1,800 years, fashion was dictated by monarchs, rulers and nobles. In
1624, Louis XIII of France suffered from premature baldness, so he started the wig
fashion that spread throughout almost all of Europe.

In the 19th century, the sewing machine was invented, reducing the costs of
clothing production. The first women's fashion magazines were published and the
first fashion shows were organised to attract potential customers. In the 20th
century, the production of new fibers (nylon, rayon and polyester), as well as
computer-aided design, created new styles, and new marketing techniques
revolutionized the world of fashion.

Today, fashion and health go hand in hand, promoting a change in the canons of
healthy beauty. Today, nothing less than a sexy fashion is developing that is
dominating all modern scenarios. There are many types of sexy fashion.

The most widespread sexy fashion can be found in many nightclubs and
sometimes on the street.

We take a look at the most important names in the history of fashion from the 20th
and 11th centuries. Surely in the 20th century names that have made history are:
Coco Chanel (1883-1971), Christian Dior (1905-1957), Elsa Schiaparelli (1890-
1973), Nina Ricci (1883-1970) and Cristóbal Balenciaga (1895-1972), Luis Vuitton
(1821-1892).

By the 11th century, without a doubt: Giorgio Armani, DomenicoDolce and Stefano
Gabbana, Gianfranco Ferré (1944-2007), Valentino, Guccio Gucci and Gianni
Versace (1946-1997).

In the current situation, women wear all kinds of clothing according to their

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individual tastes, which are in accordance with the season, whether summer or
winter, since this is when clothing is in greatest demand.

Below we will mention the types of clothing that are most popular in the following
seasons:

> Summer.

• Silk blouses.
• Thin pants.
• Capris.
• Soleras.
• Short sleeve t-shirts.
• Skirts.
• Low-cut blouses.
> Winter.

• T-shirts, collars and hats.

• Wool sweaters.
• Kangaroos.
• Busos.
• Scarves.
• Gloves.
• Leggings.
• Hats.

It is also the case that our country is not exempt from the influence of fashion,
which although it is seen more in the upper echelons of society, is not as rigid as in
other countries where there is a continuous and clear manifestation of seasonal
changes. However, in recent years in Cochabamba specifically, the textile sector
has been affected by the entry of Chinese products, which are not of very good
quality, but the prices are very convenient.

The presence of Chinese items such as clothing and footwear at lower prices has
caused unrest in women's clothing stores and merchants who import merchandise
from other countries, since people often prefer to pay a few bolivianos less even

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though they are aware that what they bought will not last long.

The marketing channels for women's clothing in the central shopping centers of the
city of Cochabamba are those shopping centers that import clothing from Brazil,
Mexico and China, based on a contract that reaches them by season.

As a result of this situation, there is a need for small and medium-sized industries
dedicated to the manufacture of women's clothing, using national raw materials,
own designs and colors according to the season, which would allow for the
qualification of labor and the creation of sources of employment, articulating the
primary sector as suppliers of raw materials, the garment makers and those people
dedicated to the sale of clothing through commercial contracts in exclusive clothing
stores for women.

1.1.2. Specific Background.

In the city of Cochabamba there are small and medium-sized companies whose
activity is the manufacture of women's clothing exclusively for today's youth.

There are also different types of clothing in different seasons and according to the
customer's taste, depending on the time and climate, such as spring, summer,
autumn and winter.

But the majority of Cochabamba customers rely more on the quality of the product
and very little on the current fashion style, since they look for the type of clothing
they prefer and the customer's own style.

Women's clothing is designed to satisfy the tastes of today's young people

according to the annual period and the social commitments they have to fulfill and
for this reason, Cochabamba clothing manufacturers design garments in styles,
shapes, colors and materials for the occasion.

For this reason, women dress according to the occasions, such as clothing for
social events such as weddings, baptisms and others, as well as for the carnival
season, civic celebrations, religious festivities and academic or study aspects.

Below we will detail the types of women's clothing:

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 > Type of clothing:

• Parties.
> Clothes.

> Low-cut blouses.

> Short skirts.

> Sacks.

• Jobs.
> Fabric shirts.

> Fabric pants.

> Sacks.

> Short skirts.

• Casual Days.

> Blouses.

> Simple soleras.

> Pants.

> Bermuda.

> Checkered shirts.

1.2. PROBLEM STATEMENT.

In the city of Cochabamba, women, in addition to wearing Bolivian clothing, like to

wear garments of foreign origin, such as Brazilian clothing, which is highly
appreciated in our country for its quality, comfort, designs and prices. The sale of
Brazilian women's clothing is a potential market to be discovered, but it is a market
in which a women's clothing store would start with a low supply of its products since
initially there would only be one place where they could be supplied, that is, very
limited compared to national competition and that of other countries.

Initially, the population surrounding the women's clothing store has a potential
demand of 612,719 women of legal age (National Population and Housing Census

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2012) so we can say that a single store in charge of selling these products to cover
the needs of this city is little for the potential demand that the Cochabamba market
has since the demand for Brazilian clothing would cover different sectors and
important dates of the population such as: in public and private companies,
financial institutions, homes, family homes; in moments of celebration: birthdays,
weddings, special dates and others.

That is why our business plan addresses this problem or market need that initially
arises in our city and in the department.

It has been identified that the main problem of the women's clothing store is the
lack of a marketing strategy to position itself in the mind of the potential market and
determine the tastes and preferences of current and potential customers as well as
an analysis of the competition to determine their strengths and weaknesses.

1.2.2. Symptoms.

The symptom is a situation that indicates the existence of a problem or an

opportunity. Measures of consumer behavior outcomes and market functioning act
as a signal to a symptom. It is important to highlight that a symptom is the result of
a problem or an opportunity. Ex. Declining store sales are a symptom and could be
a result of an increase in the price of the product which is the problem.

From the above we can deduce that decisions are made with the purpose of
attacking and solving problems and/or exploiting or taking advantage of
opportunities and not treating symptoms.

1.2.3. Causes.

• Currently, there is a lack of knowledge in the store regarding what customers

expect from the product offered.
• You face a highly competitive market with demanding customers and other
very aggressive competing stores.
• Our Brazilian clothing store is not yet known in the market.
• We are facing a market with limited entry barriers but with
exit barriers that do not ensure stability in the same.

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1.2.4. Forecast.

• If a Porter study and SWOT Matrix are not carried out, the advantages and
disadvantages of the competition cannot be known and, consequently, the
store will not know the preferences of its customers.

• If there is no initial market study to determine the demands of customers

regarding Brazilian clothing, there will be an unsatisfied demand later on.

• Until appropriate advertising tools are developed to attract potential

customers, the store will continue to have a low level of positioning in the
Cochabamba market.

• If the communication and advertising strategies regarding the sale of

Brazilian clothing are not fully understood, the store's future sales will tend to
decline, showing itself to be less aggressive and enterprising.
1.2.5. Forecast Control.

• Conduct a market study to understand customers' expectations and

demands regarding Brazilian women's clothing.
• Compare the results of the market study with published reports on the state
of the sector.
• Identify the most appropriate advertising tools through which potential
customers can be attracted in the city of Cochabamba.

• Implement advertising strategies to create greater positioning for the store's

products offered in the Cochabamba market.

1.2.6. Problem Tree.

The method to be presented is one alternative among several possible ones.

However, due to its great simplicity, it is the most appropriate for starting the
analytical process of identifying a marketing project. This means organizing the
analysis based on a “brainstorming” around a “problem situation” and being able to
build a problem tree. The method is very flexible, efficient and effective, as long as
the participants who meet to apply it are also flexible.
GRAPHIC # 1 PROBLEM TREE

LOSS OF CUSTOMER TRUST

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 Preparation: Own source.
1.3. PROBLEM FORMULATION.

All this leads us to ask the following question:

What are the appropriate strategic marketing techniques that the women's clothing
store should use to successfully implement its participation in the Cochabamba city
market?

1.4. GOALS.

Therefore, the objectives of this research are:

1.4.2. General Objective.

Implement a marketing plan to increase sales and position ourselves in the minds
of current and potential customers for our “Women's Clothing Store” in
Cochabamba - Bolivia for the year 2014.

1.4.3. Specific Objectives.

• Identify the types and preferences of current and potential customers'

clothing through a market study in the city of Cochabamba.

• Identify and analyze the current competition that exists in this sector in the
Cochabamba market.
• Conduct a technical study on the current demand for clothing in the
Cochabamba market.
• Determine the type of advertising or other motivations that convince
Cochabamba customers to buy, in regards to women's clothing.
• Conduct an internal diagnosis of the “Women's Clothing Store” for the year
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 2014-2015.
• Develop marketing activities to increase sales of the “Women's Clothing
Store.”
• Develop a marketing plan execution program for the “Women's Clothing
Store.”

1.5. RESEARCH JUSTIFICATION.

There are different justifications for addressing and raising this research topic,
among which we have:

1.5.2. Theoretical Justification.

The city of Cochabamba, with almost two million inhabitants and considered an
important hub for commercial and industrial development in the country, is a great
business opportunity for the line of services in which the Brazilian women's clothing
store operates.

Cochabamba is one of the country's major economic centers, home to countless

large, medium and small companies involved in the sale of women's clothing. Our
store, which is designed exclusively for the sale of Brazilian women's clothing, sees
great potential to develop or seek growth in the coverage of this market.

The Marketing Plan that is proposed will serve to understand the tastes and
preferences of consumers, and to manage strategic marketing in accordance with
the segment that is desired to reach.

1.5.3. Social Justification.

Through the data and observations obtained from the owners and staff, it was
possible to denote that the store has the advantage of know-how and high
excellence of clothing, which allows a quick response to different volumes of
demand, also the quality and material of the imported product, most of which is
made of cotton.

In this way, if the Brazilian women's clothing store is strategically located in the city
and with the capacity to sell high-end clothing, it will soon gain an important place in

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the Cochabamba market to remain there for many years, generating significant
economic profits, sustainability and jobs.

1.5.4. Practical Justification.

One of the most important factors for the development and growth of a clothing
store is how to open up to markets to compete with quality and price, improving its
acceptance by offering new and innovative products.

Therefore, it is justified to develop a business plan that must make immediate

decisions regarding innovation and value generation in its products, thus ensuring
survival and viability in the women's clothing market, avoiding risks suffered by
some promising companies that were weakened by increasing competition to the
point of requesting the liquidation of the company and its brands.

1.5.5. Economic Justification.

The main economic justification for developing a marketing strategy will be to

provide information that is useful for increasing sales and achieving better market
positioning.

The Bolivian economy had a 2013 year with an economic growth of 6.8%, its capital
income (2,204 US dollars (USD)) is high in relation to Central America and is
mostly diverted towards consumer goods, therefore its purchasing power is greater.
It is a country with little industrial production and is mainly an importer, thus
facilitating the entry of various products into the market, such as women's clothing
of Brazilian origin.

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 CHAPTER II - THEORETICAL FRAMEWORK.

2.1. MARKETING.

Marketing is the process of communicating the value of a product or service to

customers, for the purpose of selling that product or service.

Marketing is an English concept, translated into Spanish as marketing or marketing.

This is the discipline dedicated to the analysis of market and consumer behavior.
Marketing analyses the commercial management of companies with the aim of
attracting, retaining and building customer loyalty by satisfying their needs.

Some phrases where the term is used are: “We are going to hire a marketing expert
to help us with the company”, “Lowering prices during the World Cup was a great
marketing strategy”, “I am reading a new marketing book”.

Marketers typically focus their activities on the Four Ps: Product, Price, Place
(distribution) and Advertising (promotion). Marketing uses different techniques and
methodologies with the intention of conquering the market and achieving other
objectives specific to a commercial company.

2.1.1. Definition of Marketing.

Marketing was invented to satisfy market needs in exchange for benefits for the
companies that use it to develop. It is a tool that is undoubtedly strictly necessary to
achieve success in the markets:

• According to Philip Kotler, it consists of an administrative and social

process through which certain groups or individuals obtain what they
need or want through the exchange of products or services.

• Jerome McCarthy thinks it is the realization of the activities that

They can help a company achieve the goals it has set, being able to
anticipate to the wishes of the consumers and
develop market-appropriate products or services.

• For his part, John A. Howard, who works in the University of

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 Columbia believes that marketing is a process that involves
understanding consumer needs and finding what the company can
produce to satisfy them. And Al Ries and Jack Trout believe that
marketing is synonymous with “war” where each competitor must analyze
each “participant” in the market, understanding their strengths and
weaknesses and drawing up a plan to exploit them and defend
themselves.

• According to the American Marketing Association (AMA), marketing is a

way of organizing a set of actions and processes when creating a
product “to create, communicate and deliver value to customers, and to
manage relationships” and its purpose is to benefit the organization by
satisfying customers.

Marketing is said to be a social and administrative process because it involves a

group of people, with their concerns and needs, and because it requires a certain
number of elements such as organization, implementation and control, for efficient
development of activities.

The only function it must fulfill is to achieve the goals that the company sets in
terms of sales and distribution so that it remains current. That is why it is so
important not only to have knowledge of the market, but also to know what things
the company can develop that may interest customers.

What marketing does is consider a customer need and, based on that, design,
implement and verify how the marketing of the company's products or services
works. Various strategies and tools allow marketing to position a brand or product
in the mind of the buyer.

Marketing actions can have a short- or long-term profitability vision, since their
management also involves making investments in the company's relationship with
customers, suppliers and even its own employees, as well as advertising in the
media. It is important not to confuse marketing and advertising, since marketing
encompasses advertising and other issues.

It is said that marketing can have various orientations: towards the product (when

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the company has a monopoly on the market but, in any case, aims to improve the
production process), towards sales (aimed at increasing the company's share in the
segment) or towards the market (seeking to adapt the product to the tastes of the
consumer).

Today there are many types of marketing, here are some definitions:

• Direct marketing: It consists of an interactive system that gets followers and

results in its transactions by making itself known through the advertising
media of a place.

• Relationship marketing: This is included in direct marketing and is based on

a fundamental principle that says that you don't have to sell, but rather make
friends and they will be the ones who buy. Making a profit in exchange for
customer satisfaction.

• Virtual marketing: also known as cybermarketing, is applied to the Internet

and is aimed at anyone in the world who has a computer and an Internet
connection. In this marketing there are SEO tools that allow companies to
achieve good visibility and better sell their products or services.

2.1.2. Importance of Marketing.

Marketing is possibly the activity to which a business should pay the most attention.
It is the action that most directly affects the recognition and sales achieved by a
company, and this determines the level of profitability.

Basically, if you are applying a proper marketing strategy in your business, you will
generate profits and if you are not doing so… you may be in trouble. Even the most
brilliant products and services cannot survive without marketing. How can a
business continue if no one knows about it?

Under the marketing umbrella are included many different fields, from advertising to
public relations, promotions and sales. Marketing combines all these fields to
present your product or service to your potential customers. If you are not using
channels well, your potential customers have no way to learn about your product or
service. Many large companies go through difficult times or end up failing because
their sales fall due to lack of investment in marketing.

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The good news is that marketing is not an exact science. Although it requires some
clever ideas and thoughtful execution, marketing can be simple and incredibly
profitable. Listed below are some reasons why marketing is important for your
business.

• Knowledge and Recognition.

For your business to succeed, you need customers who know and recognize
your brand and product. Unless your company name is well-known and you
already have forged connections with all of your potential buyers, it is
extremely important to promote your company and increase awareness.
Without marketing, you won't be able to realize your full potential because
your customers won't be aware of what you have to offer.

• Increase in Sales.
As potential customers begin to identify with your company, your chances of
making a sale increase. Your company will start to experience an increase in
sales, if marketing campaigns do their job well. They will also encourage
new customers to spread the word of mouth about your company, further
increasing your promotion. Keep a close eye on your sales figures as you
run different marketing campaigns so you can determine which one is having
a direct impact on sales and which one may not be working well.

• Building Trust.
The more familiar a customer is with a company, the more likely they are to
purchase something from it. Marketing not only increases awareness of your
brand, but also builds trust among your customers towards you.
Your audience will be excited to hear about your successes, campaigns,
promotions and other activities because they all work together to form an
image of your company as a strong, trustworthy business that they can
depend on at some point. As long as this trust is nurtured, your business will
continue to expand and, consequently, your sales will increase as well.

• Contribute to the Market.

A healthy market works through competition. When marketing your brand,
you are competing externally with other business owners like you and this is

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 the idea of healthy competition. Consumers have more than one option to
choose from and select the option that appeals most to them.
You can use this to your advantage by making sure you have the best
product or service on the market and also by being smart about selling
yourself. Make sure your company image is friendly, responsible and
trustworthy in your marketing strategies and you will succeed when
competing against other companies in the market.

2.1.3. The Two Faces of Marketing.

The implementation of this philosophy of action requires two steps by the company:

Operational marketing and strategic marketing.

2.1.3.1. Operational Marketing.

Operational marketing deals with the organization of sales and communication

strategies, the objective of which is to make potential buyers aware of and value the
distinctive qualities of the products offered.

It is the implementation of the marketing strategy and the periodic plan through the
marketing mix variables: product, price, promotion and point of sale or distribution.

It is therefore up to operational or tactical marketing to plan, execute and control the

marketing actions of how to get there.

Many companies are still not clear about this differentiation and believe that by
simply carrying out an advertising campaign to achieve annual objectives they are
already acting with a marketing strategy. What they are really doing is working with
an operational marketing tool, which is valid, of course, but without having stopped
to reflect on the values that will make it stand out from the competition.

2.1.3.2. Strategic Marketing.

Strategic marketing deals with the systematic and ongoing analysis of market
needs and the development of profitable products. Targeting two or more specific
buyer groups (each with distinctive qualities) in a way that allows them to

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differentiate themselves from immediate competitors.

It is part of a company's communication strategy that radically influences other

strategies.

It is a process that seeks to:

> Knowing the current and future needs and desires of customers.
> Identify different groups of potential buyers in terms of their tastes and
preferences or market segments.

> Assess the potential and interest of these segments.

Taking into account the company's competitive advantages, direct it towards market
opportunities, developing a periodic marketing plan with the desired positioning
objectives.

In summary, we can say that strategic marketing is essential for the company to not
only survive in its market but also position itself in a preferential place. To do this,
the variables that must be considered in a strategic marketing plan are, among
others:

> Market segmentation.

> Market selection.
> Competitor analysis.
> Analysis of the environment.
> Marketing audit.
> Value positioning.
> Etc.

2.1.4. Marketing Plan.

Roman G. Hiebing, Jr. and Scout W. Cooper defines marketing plan separately:
“Marketing is the process of determining the target market for a product or service,
detailing its needs and desires, and satisfying them in a way that is better than the
competition.

The Plan is an organized structure to guide that process. Disciplined marketing

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planning is a sequential, interrelated, step-by-step decision and action process.

When using this method, a logical model is followed that allows problems to be
defined, questions to be answered correctly, and decisions to be made. (Hiebing,
R. et. Al, 2004).

2.1.4.1. Marketing Plan Structure.

Although the marketing plan admits different ways of being structured, developed
and presented, and although different companies use their own methodologies,
there is a set of essential phases that, in one way or another and with one name or
another, are the fundamental and invariable bases.

2.1.4.1.1. Executive Summary.

It is a summary of the entire plan. It includes the main objectives, strategies and
resources that will be needed, as well as the main results in terms of goals, such as
return on investment or market share.

The executive summary sells the marketing plan. Although due to its nature it can
only be done at the end of the plan's preparation, its inclusion at the beginning is
vital to convince the analyst, general manager or board of directors to continue
reading.

2.1.4.1.2. Table of Contents.

The marketing plan is the global basis from which the different functional and
operational plans of the company are triggered and developed.

A company that does not think of itself from the market, simply does not exist, and
the marketing plan has precisely the objective of being the company's thinking from
the perspective of its current and potential customers.

The marketing plan is, then, a plan that consists of:

• A formal working document;

• Define a business scenario;
• List a set of concrete and specific marketing actions;

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 • All of them synergistically directed towards a common general objective;
• Each of them directed towards a specific and achievable objective.

In this sense, the marketing plan:

• Identify business opportunities;

• Determines courses of action aimed at conquering, maintaining and
developing markets;
• Defines objectives, operational strategies and specific programs that
harmonize the variables of the marketing mix.

The marketing plan has different scopes or areas of application depending on each
specific case. It is possible to talk about the marketing plan of the company as a
whole or the marketing plan for a particular business unit.

Similarly, there are marketing plans focused on a complete line of products or, on
the contrary, for a specific product, or a particular market.

2.1.4.1.3. Background.

This stage of the plan provides an understanding of the economic environment in

which the company lives and where strategies will be developed. It is composed of
three large specific parts:

• Scenario: These are the variables or major trends of a technological,

political-economic, legal or sociocultural nature that affect the entire area in
which the company develops its operations.

• Competition: At this point, all product or service providers that compete

directly or indirectly with the company are analyzed.
Since these opponents will act expressly and deliberately against the
company's objectives and resources, factors such as products,
management, strategy, suppliers, among other relevant factors, are
analyzed in detail.

• Company: Here, among other variables, products, suppliers, know-how,

experience and financial support are objectively analyzed.

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2.1.4.1.4. The Market - Objective.

It is the specific analysis of the global sector in which the strategies and operations
will be developed and, within that sectoral framework, the specific market segment
that will be attacked.

Here it is important to highlight the analytical support about why that market target
was chosen, both in its qualitative motivational reasons and consumer perceptions
as well as quantitative reasons: size and growth of the total market.

It is also important to separately analyse the problems and the connection with the
direct customer to whom the product and services are sold and the final consumer.

Defining objectives is one of the most difficult tasks in a marketing plan. Although it
is generally considered that the essential part of a plan is to tell us how to achieve
the desired objectives, perhaps a much more important aspect is the definition of
which objectives are really worth pursuing. That is, which objectives are both most
attractive and feasible within the available options.

We can set short, medium or long term objectives (c/p, m/p, l/p). Always as realistic
as possible, credible, convertible and measurable.

2.1.4.1.5. Problems and Opportunities.

Based on these elements, a thorough and detailed analysis of the main strengths,
opportunities, weaknesses and threats of the company and its products is
developed.

At this point, it is vital to foster a strong participatory mechanism and open

discussion between the different areas of the company. It is also necessary to have
the presence of an external analyst and facilitator who plays an objective and
dispassionate role and acts as devil's advocate in the information, opinions and
evaluations.

Experience shows that the SWOT analysis, which is vital for determining objectives
and strategies, is often carried out with large deviations, due to excess or defect, in
the necessarily subjective assessments of the executives involved.

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2.1.4.1.6. Execution and Control.

How are we going to achieve our goals? 3, 2,1… Action!

This chapter covers all the variables of the marketing mix: brand, product,
packaging, distribution, price, communication and promotion. Each of them must be
relevant in itself and consistent with the others to maximize synergy and
complementarity.

To turn the marketing plan into a true management tool, it is important to formally
establish different follow-up, control, review and adjustment mechanisms that give it
life on an ongoing basis.

We must measure in order to control and evaluate these objectives and, of course,
take corrective measures regarding deviations. Later, we will discuss things that
cannot be controlled, such as intangibles.

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 CHAPTER III - METHODOLOGICAL DESIGN.

3.1. METHODOLOGICAL STRUCTURE.

Below we will mention the methodological structure that we will propose in the
research of our project.

3.1.1. Type of Study.

The type of research to be carried out will be descriptive and exploratory, where the
aim is to describe the marketing plan process and delimit the facts that make up the
research problem, not only by collecting data but also by analyzing the results, in
order to interpret the information clearly and precisely.

• Descriptive.

When descriptive research is carried out, the important properties of people,

groups, communities or any other phenomenon that is subject to analysis are
described. (Hernandez, Et. Al, 2005: p. 410).

• Exploratory.

When conducting an exploratory study or research, trends are mostly determined,

potential relationships between variables are identified, and the tone is set for more
rigorous subsequent research. (Hernandez, Ibid., p. 412).

3.1.2. Research Design.

Our research design, as we mentioned above, will be: descriptive and exploratory:
• Descriptive Research.

Aim:

> Describe something, usually features or functions of the market.

> Assumes that the researcher has sufficient prior knowledge of the
problem.
> Prior development of specific hypotheses.
> It is planned and structured.
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 > Clearly states the problem, a specific hypothesis and detailed
information needs.

Clear specification of the 6 research questions:

> Who? Who should be considered a client?

> That? What information should be obtained from respondents?
> When? When should information be obtained from respondents?
> Where? Where should respondents contact to obtain the required
information?
> Because? Why are we getting information from respondents?
> As? How will we obtain information from respondents?
• Exploratory Research.

Aim:

> Provide knowledge and understanding of the problem facing the

researcher.
> It is used to define the problem precisely.
> It is flexible and unstructured.
> The sample is small and not representative.
> The data is qualitative.
> The results should be considered as preliminary or introductory for
further research.
It can be used for any of the following purposes:

> Formulate or define a problem more precisely.

> Identify various actions to follow.
> Establish hypotheses.
> Isolate key variables and relationships for further analysis.
> Gain knowledge in order to establish the method to confront the
problem.
> Establish priorities for further research.

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3.1.3. Methods.

The following methods will be used:

• Inductive Method.
Induction goes from the particular to the general, it is that which establishes
a general principle once the study and analysis of particular facts and
phenomena has been carried out.
Induction is a mental process, which consists of inferring from some
particular observed cases the general law that governs them and that is valid
for all of the same species. The same one that will be used in market
research and environmental diagnosis.

• Deductive Method.

Deduction goes from the general to the particular.

The deductive method is one that starts from general data accepted as valid,
to deduce through logical reasoning, various assumptions, that is; it starts
from truths previously established as general principles, to then apply it to
individual cases and thus verify its validity.
Applying the result of induction to new cases is deduction.
This method will be used in conducting surveys and establishing strategies.

• Analytical Method.

In the analytical method, the elements of a phenomenon are distinguished

and each of them is carried out in an orderly manner separately. This type of
method is used to analyze the above mentioned methods.

3.1.4. Determination of the Unit of Analysis and Universe or Population.

3.1.4.1. Analysis Unit.

The research will take as a unit of analysis the “Brazilian women's clothing store”
that will be implemented in the city of Cochabamba.

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3.1.4.2. Universe or Population.

With the probabilistic method, stratified sampling leads us to a standard decrease

of the estimator. For this reason, the stratified probabilistic method will be used,
which allows the general population to be divided into subgroups, which facilitates
the method of sample selection. The number of people in this middle and upper
middle class is 388,817 adult women.

3.1.5. Sample and/or Census.

It refers to the population sample to prepare the marketing plan, which in this work
will be carried out with a probabilistic sampling, this means that strategic Shopping
Centers where women's clothing is sold for today's youth will be taken as a
reference in order to implement our sample for the project.

Depending on the type of research, the sample will be calculated using a finite
population formula based on the data obtained from the number of women who
frequently visit shopping centers in the city of Cochabamba.

The following formula will be applied for finite populations:

z2 * p *
q*
Nn = —--------- ------ ----------
e2 (N — 1) + z2 * p *
q
Where:

N = Study universe (388,817 people)

n = Sample size
z = Confidence level → 95% = 1.96
p = Favorable probability → 50% = 0.5
q = Unfavorable probability → 50% = 0.5
e = Error → 5%

1.962 ∗ 0.5 ∗ 0.5 ∗ 612,719n

= --------—----------------:-----------------:---------
0,052 (388.817 - 1) + 1,962 * 0,5 * 0,5
n = 191

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191 surveys will be conducted

3.1.6. Research Techniques.

They are as follows:

• Bibliographic and newspaper research.

• Internet research.
• Survey Lifting.
• Interviews.

3.1.6.1. Primary Sources.

A survey will be conducted among the population that is a potential consumer of

women's clothing in Cochabamba, mainly in areas belonging to the middle and
upper middle classes. The same structured with multiple choice, closed and open
questions.

3.1.6.2. Secondary Sources.

They are as follows:

• Specialized Publications.

• Literature.
• Statistics.
• Internet network.

3.1.7 Scope and Limitations.

• Scope.
> Contribute and add information.
> It adds to (or corrects) the knowledge of entrepreneurs and
managers.
> Makes an objective contribution, from a position not involved with the
different members of the board.
> Reduces situations of uncertainty when making decisions.

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 • Limitations.
> It is not the only source of information.
> It is not magic; it describes, estimates or predicts within confidence
limits.
> It measures a moment in time. It's a photo, not a movie.
> Results may be limited if those who need the information describe the
problem partially.
> Budget cuts may affect the achievement of necessary information.

3.2. FIELD WORK.

The field work for the research to be developed will be implemented as follows:

3.2.1. Survey Application.

The person in charge of carrying out the research work will organize their time to
randomly conduct the survey of people between the ages included in the sample.

Then you will gather all the surveys and move on to the next stage.

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3.2.2. Results Obtained.

Once the 191 surveys have been applied, they are brought together by ordering
them and subsequently with the help of the SPSS statistical package version 20 or
others, the results obtained are presented and subsequently analyzed.

GRAPHIC # 2-B

1.- What are your favorite clothing brands? ■ BRANDED

13% ■ AMERICAN
CLOTHING
15%
■ BRAZILIAN
CLOTHES
■ ANY

56%
14%

Source: Own elaboration.

56% (108 people) of those surveyed prefer branded clothing; 15% (29 people)
Brazilian clothing and 14% (27 people) American clothing, only 13% (25 people) do
not care about the brand of clothing when purchasing it.

It will be necessary to achieve positioning at the level of international brands to fully

cover the Cochabamba market.

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 GRAPHIC # 10-
A

GRAPHIC # 3-B
2.- Where do you like to go to buy your clothes?

■ THE COURT
■ AMERICAN
CLOTHING
■ BOUTIQUE
14%
■ OTHER PLACES

Source: Own elaboration.

Most of the respondents, 41% (79 people) and 26% (50 people), prefer to buy their
clothes at the stadium and in other places such as shopping malls; this is because
in many cases, at the stadium and in shopping malls, it is easier to find what you
want at a low price.

If this trend continues, the company should seek to implement financing plans for its
customers, either by credit card or direct credit.

The minority of respondents 17% (33 people), prefer to buy their clothing at
American clothing, while 14% (27 people) also prefer to make their purchases in
boutiques.

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 GRAPHIC # 10-
A

GRAPHIC # 4-B

Source: Own elaboration.

60% (116 people) of respondents prefer cotton clothes, 15% (29 people) of
respondents linen clothes, 4% (8 people) of respondents prefer wool clothes.

Only 18% (35 people) of those surveyed buy clothes made of any material and have
no specific preferences.

These trends show that it is necessary to provide Brazilian clothing in stores when
offering our products, preferably made of cotton and linen materials for sale.

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 GRAPHIC # 10-
A

GRAPHIC # 5-B

Source: Own elaboration.

The trend shows that 35% (68 people) of the respondents like to wear casual
clothes, 23% (44 people) of the respondents like to wear formal and sports clothes
respectively.

We see the need to create trends in terms of the way we dress, proposing
innovative designs in the type of formal and informal clothing.

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 GRAPHIC # 10-
A for exclusive designer
5.- Are you looking
clothing?

80
60
40
20
0
Y NO
E
Source: Own elaboration.

GRAPHIC # 6-B

5.- Are you looking for exclusive designer

clothing?

■ YES
■ NO

Source: Own elaboration.

71% (137 people) of those surveyed do not seek to buy exclusive designer clothing
due to the cost involved.

Only 28% (54 people) of those surveyed buy exclusive clothing from
designers because they have enough money to do so since it gives people greater
satisfaction when purchasing their clothes.

This trend allows us to focus on offering Brazilian products with very varied designs
that are generally in line with seasonal fashion, to attract the 71% of women who
cannot afford exclusive designer clothing.

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 GRAPHIC # 10-
A

GRAPHIC # 7-B

Source: Own elaboration.

In these tables we can see that: quality and price 47% (91 respondents), price 22%
(42 respondents) and quality 29% (56 respondents) are the factors that prevail in
the consumer when buying an item of clothing.

Phenomenon that occurs because by nature man seeks greater benefits at a lower
cost. If this happens again, strategies should be put in place to improve quality
without incurring an increase in prices.

Only 1% (2 people) of those surveyed look for other types of features when
purchasing.

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 GRAPHIC # 10-
A

GRAPHIC # 8-B

7.- What types of clothing do you look for in the ■ NATIONAL

Cochabamba market? CLOTHING
23% 23%
■ BRANDED
CLOTHES
■ OTHERS

Source: Own
53%
elaboration.

53% (102 people) of the respondents are looking for branded clothing, 23% of the
respondents are looking for national clothing and another 23% (44 people) of the
respondents do not have a set taste.

Little by little, the cost-product paradigm has been broken and when it comes to
buying an item of clothing, women prefer brand name clothing. This is almost
normal since we constantly encounter new marketing techniques that convince the
customer to buy a product.

If this trend continues, we see that it is favorable to achieve greater acceptance in

the Cochabamba market for Brazilian brand clothing.

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 GRAPHIC # 10-
A

GRAPHIC # 9-B

Source: Own elaboration.

56% (108 people) of the respondents buy clothes whenever they feel like it; this may
be because women find what they are looking for by chance when walking the
streets or because of the urgency of getting a piece of clothing for a social event; on
the other hand, 20% (39 people) and 4% (8 people) of the respondents renew them
monthly and weekly respectively, which may happen due to the influence of fashion.
Only 10% (19 people) of those surveyed renew their clothes every year.

If this trend continues, we could say that there is great potential for our “Brazilian
women's clothing” store to successfully establish itself in the Cochabamba market.

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 GRAPHIC # 10-
A

Source: Own elaboration.

GRAPHIC # 10-B

Source: Own elaboration.

42% (81 people) and 33% (64 people) of those surveyed spend less than 200 Bs.
and less than 100 Bs. respectively when purchasing clothing; while 14% (27
people), 3% (6 people) and 1% (2 people) of those surveyed spend more than 250
Bs., 350 Bs. and 450 Bs. respectively in the purchase of clothing.

This happens because the minimum living wage is 1400 Bs. and the majority of
respondents, being mothers, have part-time jobs or are financially dependent on
their husbands, so they cannot spend much money on their clothing.

If this were to continue, the product turnover time would be long since people's
investment in clothing is low.

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 GRAPHIC # 10-
A

GRAPHIC # 11-B

Source: Own elaboration.

48% (93 people) of the respondents “like” buying clothes, 31% (60 people) of the
respondents “like it a lot” and only 13% (25 people) of the respondents “are
fascinated” by buying clothes.

Although this trend of trying on clothes, showing them off, checking their finishes
and labels when making a purchase is rare, it can be seen that it is very beneficial
for attracting potential customers.

Innovative operating and sales schemes must be developed to induce potential

customers to make shopping a “personal delight”.

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 GRAPHIC # 10-
A

Source: Own elaboration.

GRAPHIC # 12-B

Source: Own elaboration.

77% of those surveyed (149 people) do like Brazilian clothing, this is because
women are generally open to new options.

If this phenomenon is repeated, the Cochabamba market is potentially suitable for

the “women's clothing” company that is being planned.

Only 22% of those surveyed (42 people) do not like Brazilian clothing, which means
that aggressive marketing strategies must be developed to capture this discordant
remainder.

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 GRAPHIC # 10-
A Brazilian brand clothing?
12.- Do you buy

60

40

20

0
Y NO
E
Source: Own elaboration.

GRAPHIC # 13-B

12.- Do you buy Brazilian brand clothing?

■ YES
■ NO
57%

Source: Own elaboration.

57% of respondents (110 people) do not buy Brazilian branded clothing because
this clothing is not promoted in our country, but 42% of respondents (81 people)
would be willing to discover a new line or brand of 100% Brazilian clothing. This is
because women are generally open to new shopping options.

If this trend continues, our “Brazilian women's clothing” store should implement
appropriate import and marketing policies regarding “brand name clothing” from the
Brazilian industry, in order to increase our sales and create a new and different
trend in the Cochabamba market.

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 GRAPHIC # 10-
A

Source: Own elaboration.

GRAPHIC # 14-B
13.- What do you like about Brazilian clothing?

35%
■ ECONOMIC PRICES
■ PRODUCT QUALITY
■ DESIGNS AND THEIR FASHION
■ QUALITY, PRICES AND DESIGN

Source: Own elaboration.

35% (68 people) of those surveyed prefer the quality of Brazilian clothing.

29% (56 people) of those surveyed found that the quality, price and design of
Brazilian clothing is their motivation when purchasing a Brazilian garment.

The influence of the media on women and globalization allows information about
Brazilian fashion to reach them quickly, which is a reason for the consumption of our
products. To do this, we need to come up with methods for updating catalogues and
designs in an efficient and rapid manner, so that the competition does not take
advantage of these weaknesses.

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 GRAPHIC # 10-
A

GRAPHIC # 15-B
14.- Besides Brazilian clothing, what other countries do you like
clothing from?
20% 5%
24% ■ NATIONAL
■ CHILEAN
■ ARGENTINE
AN

16% ■ AMERICAN
■ ITALIAN

29% ■ OTHERS

Source: Own elaboration.

In addition to liking Brazilian clothing, 29% (56 people) of those surveyed like
Argentine clothing, 24% (46 people) of those surveyed like Chilean clothing, 16%
(31 people) of those surveyed like American clothing, and 4% (8 people) of those
surveyed like Italian clothing.

Given this trend, we can see that our biggest competitor will be the Argentine
product, which is why it is necessary to carry out marketing focused on this
competition.

We also need to attract the 20% (37 people) of those surveyed who like other types
of clothing.

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 GRAPHIC # 10-
A

GRAPHIC # 16-B
15.- For what occasion do you consider it most necessary to buy clothes
?
14% 22% ■ BIRTHDAY
■ FESTIVALS
9% ■ COMMITMENT.
SOCIAL
■ CHRISTMAS

29% ■ NEW YEAR

■ OTHERS

Source: Own elaboration.

29% (56 people) of the respondents buy clothes for parties, 22% (42 people) of the
respondents buy clothes for birthdays, 14% (45 people) of the respondents buy
clothes for parties. (27
people) of those surveyed buy clothes for social engagements and 9% (17 people)
of those surveyed respectively buy clothes for Christmas and New Year.

Analyzing this trend, we can see that the sales season is constant throughout the
year, so it is necessary to have a good stock of clothing of various sizes and models
in warehouses and stores.

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3.2.3. Crossing of Variables.

• It was determined by crossing two questions that age has nothing to do with
what people look at when buying an item of clothing.

• It was observed that quality is the predominant variable, regardless of the

age group.

3.2.4. Conclusions of the Field Work Carried Out.

• According to the analysis and crossing of variables carried out, my target

market, towards which I will direct the marketing strategies, will be women
between 14-21, 22-29, 30-37 years old since there are certain characteristics
in this segment that I consider will provide better and greater opportunities
for the store to achieve effective positioning.

• In many cases, it is young women who do not work who spend their parents'
money, while the parents themselves, being the ones who generate income,
do not have the money to spend on clothing.

• On the other hand, women over 31 years old buy durable clothing with the
intention of not replacing it until it has reached the end of its useful life, which
does not happen with young women (14-31 years old) since they change
their clothes at the speed at which fashion evolves, which means a greater
opportunity for sales and positioning for the store.

• The market study shows us that the majority of the study population buys
casual clothing more frequently, followed by formal and sports clothing, and
a small percentage does not know what to buy.

• The means of communication that most influences the consumer's mind is

advertising carried out in the media. The shopping points are the court,
shopping, boutiques and American clothing.

• Product quality and design are the most important aspects, in which they
would like to receive better service from suppliers.
CHAPTER IV - PROPOSAL.

4.1. MARKETING PLAN.

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4.1.1. Mission

We aim to market 100% Brazilian clothing. The company supports its quality with
human resources, technology and distribution channels appropriate for its
permanent innovation, fulfilling the social commitment that allows us to be a
profitable company contributing to its development and that of the country.

4.1.2. Vision.

For 2015-2016, we want to expand our market nationwide, structuring technical and
technological procedures that contribute to the delivery of quality products,
positioning ourselves as a pioneer company in the trade of 100% Brazilian clothing.

4.1.3. Goals.

Promote and position the product in the city of Cochabamba to increase the
company's profitability, with periodic marketing plans.

• Positioning the new logo in the minds of consumers. (Market penetration)

• Setting average prices to increase product turnover
products. (Market development)

Maximize the satisfaction of current and potential customers by using effective

distribution channels to be more competitive.

• Customer loyalty through new channels. (Upward integration)

• Improved delivery times. (Product improvement)

Extend product distribution to a new strategic area, opening another store to

increase market share.

• Increasing store employee productivity through motivation. (Horizontal

integration)
• Modern selection and decoration of the store that changes according to the
season (product development)

4.2. COMMERCIAL MIX.

Commercial mix is understood as the set of actions or package of activities to be

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developed to complete a specific sales plan, according to a strategy previously
outlined for the business.

The writer Porter proposed four basic variables that the commercial mix should
contain, which were generically called "the 4 Ps" since the variables themselves
begin with P: Product, Price, Promotion and Distribution (which is more concrete
than Place, its original name).

Below we briefly describe the basic aspects to be considered in our proposal.

4.2.1. Product Strategy.

• Registration of the name of the “Brazilian women’s clothing” store in the

legal registry to prevent our brand from being taken over by competitors.
• Use of redesigned labels in new collections.

4.2.1.1. Product Quality.

• Design of packaging (case) that matches the message we want to convey,

the same one that will be used to deliver the products sold.
• Establishing strategic alliances so we can improve quality.
• Positioning the new logo in the minds of consumers.

4.2.1.2. Product Presentations.

The product/service (service/product) must consider important elements such as:

the possible competition from other products/services similar to ours, for this reason
the product/service that is intended to be offered must be competitive, where the
quality, timeliness and modernity of the product/service play a very important role.

The product/service must be well-made in order to have the possibility of competing

or being competitive in the market, but to do so, the market where you plan to enter
must be fully known.

It must be useful for our clients/users and overall show its physical, quantitative and
qualitative characteristics, as well as the type of information that will be handled
and its life cycle, bearing in mind that this will not be eternal, so its entry into the
market must be planned, emphasizing the opportunity of the same.

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4.2.1.3. Product Description.

The “Brazilian women's clothing” store will focus on the comfort of its customers,
which is why exclusive products will be brought to meet their needs to provide them
with complete satisfaction.

• Pants, Dresses and Skirts.

We will present different models with proven durability, in sizes S, M, L, XL,
in high rotation colors such as black, blue, white, lead and pink, the same
ones that vary according to the season since the ranges and fashion trends
so demand; wide and narrow hems, short and long according to the tastes of
our clients. (See attachments)

• Blouses and T-shirts.

Polo style, V-neck, round neck, are just some of the designs we offer. With
or without print, tight or loose, with short or long sleeves, in bright colors that
allow our customers to feel well in their lives.
They will be made mostly of cotton, linen and thread of the highest quality,
they do not shrink or lose their original shape when washed. (See
attachments).

• Bags and Accessories.

Garments that are not only good for the cold but that, through a good
combination, give a touch of fine taste to whoever wears them.
Wool, thread, gabardine, fabric, cashmere, are just some of the options that
we will offer our customers in terms of the jacket line. We guarantee that our
products will not lose their color, texture or appearance after being used or
washed. (See attachments).

4.2.2. Pricing Strategy.

• Discounts.
Offering a specially discounted price can be a powerful sales tool.
A stock clearance discount, a discount for multiple purchases of the same or
similar products will be offered, or we could offer a discount table to
encourage large purchases.
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 • Odd Value Pricing.
We will use the retailers' tactic of selling products at “9.99” instead of “10”,
which may work with customers who are very sensitive to price.
Some customers perceive these cent prices as more attractive to their
pocketbooks.

• Loss Leader or Key Value Item.

It involves selling a product at a very low price or even at a loss.
Although you won't make any profit from that sale, you might attract
customers who will buy some other products and leave more profit.

• Skimming or Skimming.
If you have a unique product or service, you can sell it at a high price. This is
known as price skimming, but you need to make sure that your product or
service is truly unique and that there are enough customers willing to
immediately buy your product.

• Penetration
It's the opposite of skimming – starting with a low price and gaining market
share before competitors can catch up. Once you have a loyal customer
base, you must find ways to keep raising prices.

V Application of discounts during seasonal changes.

V Application of discounts when new merchandise arrives.

V Promotion of the second item at half price.

V 2x1 promotion in the new season.
V Determining the right time to increase prices.

V Setting average prices for certain products to increase their turnover.

4.2.3. Plaza Strategy.

Basically, the place strategy is the link between the manufacturer or the offer and
the consumer or demander of the product or service. The basic functions that we
will attend to will be:

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4.2.3.1. Distribution Channels.

Distribution channel is understood as the structure formed by the parties involved in

the competitive exchange process, with the aim of making goods and services
available to consumers or users.

The channel can be direct (without intermediaries) or indirect (with one or more
intermediaries).

4.2.3.2. Physical Distribution of the Product.

• Intensive Distribution.
If we follow this strategy we try to make sure that our product is in all
possible points of sale.
We try to make the product available to the consumer at as many points of
sale as possible.
This strategy, followed strictly, means taking the product to the last store we
have.
> Advantages.
V It makes it easier for the customer to purchase the product and
to be loyal to it.
V It may be a strategy to make it difficult for competitors to enter.
> Disadvantages.
V This strategy entails a very high cost.
V It can damage the image if the product is in inappropriate sales
points.

• Exclusive Distribution.
If we follow this strategy, we will have a single point of sale in each area.
It is usually a matter of guaranteeing the quality of the service by reserving
an area for a single point of sale. The manufacturer usually exercises some
supervision or oversight over the dealer or store to which it grants exclusive
sale of its product.
In this strategy, the stores that will sell the product are carefully selected.
This system often involves very close cooperation between the seller and

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 the manufacturer.

• Selective Distribution.
In selective distribution we select the best points of sale for the product in
each area.

This strategy allows us to differentiate ourselves by placing our product in

selected locations.
It is a good sales argument when we try to introduce the product into stores.
Selective distribution means much lower distribution costs. By choosing the
points of sale, we have a smaller number to serve and we can eliminate
those that entail a higher cost when shipping the product.
Naturally, with this strategy we give up many points of sale and a part of the
sales. In principle, we will have less income to cover our costs resulting from
lower sales.

> Distribution of promotional material duly controlled to ensure that it

reaches its destination.
> Application of the network marketing system to reach a larger number
of customers.
> Selection of delivery points to minimize distribution costs.
> Establishment of the main store in an easily accessible central area in
Cochabamba.

4.2.4. Promotion Strategy.

• Customer loyalty through the use of e-mail marketing.

• Incentive with referral reward programs.
• Social media creation and virtual marketing.
• Strategic alliances with manufacturers to divide advertising costs.
• Promotion in retail stores; fashion shows and launches of new collections.

4.2.4.1. Advertising.

Advertising is an important element in our work.

The objectives of our advertising, apart from informing, are to convince and remind
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people that our store understands them, that they can find their unique style in our
clothes and that they will feel satisfied and renewed.

The means of communication that will be used to carry out advertising will be, in the
first instance, advertising in mass media (radio and television), later we will use the
Internet, since on the one hand its cost is relatively low in relation to the number of
inhabitants it can reach.

The frequency and intensity of advertising will increase with the change of season,
as this is when we need consumers to be on the lookout to repurchase (renew)
their clothing; once again influenced by fashion rather than by necessity.

4.2.4.2. Personal Selling.

Good customer service can be a very important and influential tool when making a
purchasing decision.

To provide better customer service, it will be necessary to train staff both in the
store and in the marketing networks.

Conducting surveys periodically will help us to know what your preferences are or
whether your tastes and demands have changed.

The level of service offered will be high, however this will not influence the costs
that were originally determined; it will simply be the plus that the store offers to
those who trust us.

The best way to offer our services will be in a personal manner; that is to say, there
will always be a representative who can advise the client on the products offered,
whether in the catalogue, in a store, on the internet or on television.

The training talks that will be given to the sellers will include topics such as:

• Claims handling
• I deal with persuasive, haggling, and dissatisfied clients, among others.
• Forms of presentation to the client.
• Customer loyalty thanks to personalized attention.

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 • Employee satisfaction to improve customer service.
• Increase employee productivity through motivation.
• Payment of compensation on time.
• Assignment of a plus to the products (added value).

4.2.4.3. Sales Promotion.

Our “Brazilian women's clothing” store will use sales promotion tools, which will
include manufacturers, distributors and retailers, and will be directed towards final
buyers, retailers and wholesalers, companies and members of the sales force.

To achieve this we can do:

• Promotions commercials
• Promotions for consumers
• Promotions industrial
• Promotions of force of sales

This tool (sales promotion) will allow us to achieve an increase in sales in the short
term. We will be able to differentiate our offers.

However, customers are becoming less receptive to promotions and discounts as

there is a saturation of offers on the market, making it essential to have innovation
in the type of offers to be made as well as in the means to advertise them.

Among the promotions to be carried out, there will be the crazy hour thanks to
which, once every two weeks, for an hour on a certain day, everything purchased
will be at half price.
Another promotion that seeks to attract attention is “the chosen garment”, for which,
every time the seasonal clothing is changed, there will be an average of 30
garments in our stores, whose barcode registers a prize, which will be delivered at
the time of paying for the purchase.

We will constantly be on the lookout for new techniques and tactics that will allow
us to attract the attention of our customers by promoting and positioning our
products.

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CHAPTER V - CONCLUSIONS AND RECOMMENDATIONS.

5.1. CONCLUSIONS.

• As time goes by, the marketing of imported women's clothing is gaining

strength in the country, not only because the customer seeks to satisfy their
needs but also because of the status and image that is conveyed by good
clothing.

• There are external factors that can influence consumer behavior as well as
the good performance of the store, which are often beyond the scope of
planning.

• Using tools that allow us to understand consumer behavior will allow us to

better focus the products on offer, as well as correctly select our target
market.

• A customer who is not satisfied with the products offered will be part of the
unsatisfied demand, so we could say that to reduce it it is not only necessary
to market clothing, but to provide a product-service that maximizes customer
satisfaction.

• Every strategy proposed must have activities, actions, a schedule, a goal, a

responsible person, it must be measurable in economic terms and
controllable throughout its development, in order to achieve the objectives
that the store sets.

• The marketing mix allows us to integrate its elements (price, product,

location, promotion and staff) so that the store operates as a whole, with
efficiency and organization.

• It is advisable to analyze the advantages that external financing will provide

to a project since on many occasions the cost of the product exceeds the
capital requested and if the expected profitability is less than the percentage
to be paid for interest, the project will lose viability.

5.2. RECOMMENDATIONS.

• That the products to be offered achieve a differential advantage in the

5
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 market, so that the incursion of new women's clothing stores does not
become a high-impact threat.

• Store managers should stay up to date with global economic news, so that
they have more parameters to evaluate when making an investment.

• Periodic market studies should be carried out to identify the new preferences
and needs of current and potential consumers.
• That quality is present in each of the company's activities and that this is
reflected in the loyalty of the external client and in the adoption of an
organizational culture in the internal client.

• Strategies should be selected based on the impact they may have on the
customer, meaning they should aim to achieve the store's main objective:
"achieving profitability by providing satisfaction."

• That the designed channels are flexible to the requirements that the market
may request in the future.
• That the clothing lines are in line with global fashion trends without becoming
outdated.
• Choose wisely the financial institution that will provide the greatest benefits
when applying for a loan.

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LITERATURE.

• Antonio Molina C. Basic General Accounting, fourth edition.

• Antony Robert, Israel Mathew, Accounting Elements, Barcelona Spain; Inter-
American Educational Fund, SA
• Ávilaq Baray, HL (2006), Introduction to research methodology, Electronic
Edition.
• Bernard Dubois, Consumer Behavior, Understanding the Consumer
consumer, Second Edition.

• Hernandez, Fernandez and Baptista, Mc. Graw-Hill, Mexico (1991),

Research Methodology.

• Kottler P., Marketing Management, analysis, planning, implementation and

control. Madrid:Mc Graw-Hill,1992.
• Lambin JJ,Strategic Marketing, Madrid:McGraw-Hill,1994.
• Philip Kotler, Gary Armstrong, Prentice Hall Hispanoamericana SA,
Marketing Fundamentals, Fourth Edition

• Rafael Muñiz, Marketing in the 21st Century, Second Edition.

• Silva, J. (1990), Fundamentals of Accounting, I CO-BO Editions.
• William J. Stanton, Marketing Fundamentals, Mc Publishing House. Graw
Hill
Mexico, 1993.
ANNEXE
S.
EXAMPLE OF PRODUCTS

PM-2213 pants

Colors: Black, lead, blue, etc.

Sizes: S, M, L, XL

PM-2987 pants

Colors: White, blue, lead, black, etc.

Sizes: S, M, L, XL

PM-8875 pants

Colors: White, blue, lead, black, red, etc.

Sizes: S, M, L, XL
PM-2705 pants

Colors: Black, White, Blue, etc.

Sizes: S, M, L, XL

PM-2116 pants

Colors: White, lead, black, beige, etc.

Sizes: S, M, L, XL

PM-1058 pants

Colors: Pink and white, etc.

Sizes: S, M, L, XL
PM-1135 pants

Colors: Blue, lead, black, brown, etc.

Sizes: S, M, L, XL

PM-1812 pants

Colors: Blue, black, etc.

Sizes: S, M, L, XL

PM-6524 pants

Colors: Light blue, dark blue, green, etc.

Sizes: S, M, L, XL
T-shirt CM-0012

Colors: White, black, brown, etc.

Sizes: S, M, L

Blouse Cm-0015

Colors: Black, white, etc.

Sizes: S, M, L

Bitle C-0027

Colors: Blue, black, beige, etc.

Sizes: M, L,
XL
 CHm-515 Jacket

Colors: Red, white, etc.

Sizes: S, M, L

CHm-820 Jacket

Colors: Brown, black, pink, etc.

Sizes: S, M, L

CHm-314 Jacket

Colors: Purple, blue, tomato, red,

etc.

Sizes: S, M,
L
CHm-319 Jacket

Colors: Pink, white, black, etc.

Sizes: S, M, L

CHm-519 Jacket

Colors: Gray, black, blue, white, etc.

Sizes: S, M, L

Dress CHm-325

Colors: Black, green, brown, etc.

Sizes: S, M,
L
CH-222 Jacket

Colors: Black, brown, green, etc.

Sizes: M, L, XL

Bll-310

Colors: Green, etc.

Bll-128

Colors: Gold, silver, etc.

Cnt-245

Colors: Brown, Black, etc.

STORE ENVIRONMENTS AND DECORATION