Elaboración de muebles a base de resina, como estrategia competitiva y de crecimiento en la “Microempresa Mashwel”.

Abstract

This practical application project aims to evaluate the feasibility of implementing resin-based furniture manufacturing techniques as a strategy for competitive and sustainable growth in the microenterprise Mashwel in Quito during the year 2024. For its execution, an analysis of the furniture market in Quito must be conducted. In this context, the focus group consisted of 2,889,703 residents of Quito, information provided by the National Institute of Statistics and Censuses (INEC). According to the 2023 Census, a sample of 156 people was determined using a calculation formula. Data collection techniques such as surveys, observation, and interviews were applied. The results showed that the market gaining strength is among young women aged 24 to 34, who are showing significant interest in purchasing resin furniture. For this group of consumers, durability is the most appreciated attribute of resin furniture. Additionally, they are willing to pay between $100 and $300 for a piece of furniture made of this material, indicating a desire to achieve an optimal quality-price ratio. This leads us to develop marketing and product strategies specifically targeted at this consumer segment. Based on the strategies, various factors were proposed, including the design of a resin table prototype, production cost estimation, public sale price analysis, the production process, marketing strategies, and the implementation of business principles.