Estrategia de diversificación a través de la producción de una nueva línea de productos para el Incremento en las ventas de la fábrica de calzado para damas D’Dalis.

Abstract

This degree project shows diversification strategies as a means of solution in view of the decrease in sales at the D'Dalis Shoe Factory located in Guayaquil - Ecuador, where related diversification corporate strategies are proposed. The research suggests the implementation of a new product line that allows to enter another market segment. The investigation was based on The Resource-Based View. The project was evaluated economically through financial formulas and indicators that approve the work's viability. The methodology applied during the investigation is a non-experimental design in a given time, with a mixed approach, descriptive type and probabilistic sampling, where information collection tools such as surveys and interviews were used. Finally, the market study reveals that the application of constant innovation and improvement in the Ecuadorian footwear industry is of utmost importance, due to unfair competition and strong presence of international footwear.