Plan de comercialización de botones de tagua hacia el mercado de alta costura de Italia

Abstract

The Business Plan proposal is based on promoting the export of tagua buttons from the Ecuadorian coast, based on the trajectory and characteristics of resistance, biodegradable and versatility to convert the material into different models and colors that adapt to garments of dress, especially haute couture. The objective of the project is to prepare a proposal for an internationalization plan for Rocafuerte tagua buttons towards the Italian haute couture market. Ecuador has stood out in the export of this product, however, the position in the foreign market has decreased as a result of which it has been replaced by plastic buttons that are cheaper, however it is necessary to take advantage of the trend of environmental care to promote the production and marketing to Italy where the main haute couture stores are located and where there is a trend of eco designs and ecological fashion shows. To carry out the commercialization, it will be done through an offshoring who will be in charge of being the link between the Rocafuerte producers and the sewing companies, especially the cities of Milano, Palermo, Napoli, Rome, Bergamo, Torino. In this way, it aims to increase exports to the European market and generate demand for the Ecuadorian product brand.