Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion

• Autor: Calderón Pardo, Luis Andrés
• Formato: tesis de grado
• Fecha de Publicación: 2018
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/10601
• Enlace del recurso: https://hdl.handle.net/20.500.12724/10601; http://doi.org/10.26439/ulima.tesis/10601
• Nivel de acceso: acceso abierto
• Materia: Garment industry; Trademarks; Retail trade; Strategic planning; Industria de la confección; Marcas comerciales; Comercio al por menor; Planeamiento estratégico; https://purl.org/pe-repo/ocde/ford#5.02.04

The general objective of the present work is to carry out the business analysis and strategic plan on the entry to the Peruvian market of the Japanese giant of the fast fashion industry, Fast Retailing (FR). Specifically, the following objectives can be mentioned. First, analyze the business model, defining competitive advantages, strengths and weaknesses; Second, analyze the most important variables of the fast fashion industry in Peru and evaluate its impact on the entry of Fast Retailing in our country and, finally, propose strategies and recommendations to mitigate adverse factors and ensure the successful entry of the new competitor, Fast Retailing, to the Peruvian market.