Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion
The present strategic plan has been developed with the purpose of deciding if the arrival of a company in the Fast Fashion sector (in this case, FAST RETAILING and its brands; UNIQLO, GU, Comptoir Des Cotonniers, Princesse Tam – Tam, J Brand) to the Peruvian market would be benficial for this respesct to income, low costs, acceptance of the public, among other factors being this company with more tan fifty years of experience in the market and with great capacity for growth worldwide. From this approach, the company was investigated different factors such as its history, from its beginnings in Japan to its wolrdwide expansión, its participation in the European market, American, Japanese and the different places where its Brand sells; its social networks and its website, newspaper and magazine articles, statistical studies of the Peruvian, Latin and world markets; nothing that there is enough information about the company and the área where it is located. For this work, tools such as Porter´s value chain, Porter´s five strengths, SWOT análisis, functional strategies and international expansión, the internal and external factors evaluation matrix among others have been used. Thanks to the research carried out and to the use of the strategies and tools already mentioned, it was possible to conclude in different facts that it would be profitable for the company to invest in different markets, such as the Latin or Oceania markets, the benefits of using Peruvian suppliers for the manufacture of branded products (alpaca fabric being one of them), the support of digital marketing for a better relationship with customers and an improvement in the image of the brands they manage.
Strategic planning, Retail trade, Trademarks, Market analysis, Planeamiento estratégico, Comercio al por menor, Marcas comerciales, Análisis de mercado, Perú
Networked Digital Library of Theses and Dissertations