Propuesta de plan de marketing para el programa Textimall del clúster de confección textil de la Cámara de Industrias Producción y Empleo (CIPEM)

Abstract

This degree work proposes a Marketing Plan structure for the program called "Textimall" formed by the cluster of textile companies in Cuenca, a program that groups different companies in the city into a digital platform for online purchase of products. In this plan, the market variables that intervene in the behavior against the purchase of textile products and the predisposition to buy online are determined, so that strategies can be generated to develop a tactical plan. In this paper, we use research tools such as focus group studies, primary information and secondary information analysis in the context, to define the line of action that allows the Textimall brand to be introduced to the market. Finally, as conclusions, findings related to the main fears of users were obtained when making online purchases, specific to clothing products or textiles in general; The studied population mentioned having fear in the delivery of confidential information, incomplete or wrong product information, products of doubtful quality, the cost generated by an online purchase, among others. In this way, the strategic and tactical structure of the marketing plan was designed in line with the proposed objectives that determined the impact of each of the proposed actions and their effectiveness.