Implementación de una Nueva Linea de Ropa Juvenil para la Comercialización Bajo la Metodología CANVAS
Fecha
2022
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Editor
Universidad Católica de Cuenca.
Resumen
La metodología Canvas aporta al modelo empresarial una herramienta para crear y plasmar nuevas ideas de negocio, como se analiza en el siguiente caso de estudio donde se busca implementar una nueva línea de ropa juvenil en un almacén de la ciudad de Cuenca en Ecuador. El problema de estudio es la demanda insatisfecha percibida por los clientes, al no existir stock de mercadería juvenil, y solo centrarse en la venta de ropa para público adulto. El objetivo es desarrollar un modelo para la implementación de dicha mercadería, que sea viable y que le permita aportar a la solución del problema establecido. La metodología que se lleva a cabo es de tipo descriptiva con enfoque cuantitativo por medio de la aplicación del modelo Canvas, marco de trabajo que se fundamenta en la resolución de problemas de clientes potenciales para la creación de valor, con su aplicación se llega a obtener los resultados: el establecimiento de nueve bloques, que cubren las 4 áreas básicas de un negocio, mediante el cual se obtendrá una propuesta de valor clara, que sea capaz de llegar a los clientes para fidelizarlos.
The Canvas methodology provides the business model with a tool to create and implement new business ideas, as analyzed in the following case study, which seeks to implement a new line of youth clothing in a store in the city of Cuenca in Ecuador. The problem of the study is the unsatisfied demand perceived by customers, as there is no stock of youth merchandise, and only focus on the sale of clothing for adults. The objective is to develop a model for the implementation of such merchandise, which is viable and allows it to contribute to the solution of the established problem. The methodology that is carried out is descriptive with a quantitative approach through the application of the Canvas model, a framework that is based on the resolution of problems of potential customers for the creation of value, with its application the results are obtained: the establishment of nine blocks, covering the 4 basic areas of a business, through which a clear value proposition will be obtained, which can reach customers to build customer loyalty.
The Canvas methodology provides the business model with a tool to create and implement new business ideas, as analyzed in the following case study, which seeks to implement a new line of youth clothing in a store in the city of Cuenca in Ecuador. The problem of the study is the unsatisfied demand perceived by customers, as there is no stock of youth merchandise, and only focus on the sale of clothing for adults. The objective is to develop a model for the implementation of such merchandise, which is viable and allows it to contribute to the solution of the established problem. The methodology that is carried out is descriptive with a quantitative approach through the application of the Canvas model, a framework that is based on the resolution of problems of potential customers for the creation of value, with its application the results are obtained: the establishment of nine blocks, covering the 4 basic areas of a business, through which a clear value proposition will be obtained, which can reach customers to build customer loyalty.
Descripción
Palabras clave
Modelo Canvas, Demanda insatisfecha, Propuesta de valor, Línea de ropa juvenil
Citación
Coronel, J., & Orellana, I. (2022). Implementación de una Nueva Linea de Ropa Juvenil para la Comercialización Bajo la Metodología CANVAS. https://dspace.ucacue.edu.ec/handle/ucacue/10722
