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

• Autor: Montenegro Ayo, Mauricio Fernando
• Formato: tesis de grado
• Fecha de Publicación: 2018
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/11769
• Enlace del recurso: https://hdl.handle.net/20.500.12724/11769
• Nivel de acceso: acceso abierto
• Materia: Strategic planning; Retail trade; Textile industry; Planeamiento estratégico; Comercio al por menor; Industria textil; Perú; https://purl.org/pe-repo/ocde/ford#5.02.04

In the present case, the business of the Fast Retailing company and the strategies it will have to use to enter the Peruvian market will be analyzed. Therefore, a strategic diagnosis will be carried out so that the organization knows its environment and the competitive advantages it has so that it can make good decisions taking advantage of the experience and potential it will have in Peru. Strategies will be proposed that the company could adopt both globally, corporate and business level without neglecting functional strategies as well. Likewise, it will proceed with the evaluation of the implementation of the strategies and redesigns in its organizational structure so that it has a greater impact and positioning in the Peruvian market. A dashboard will also be proposed for the company to be guided by this and consider the key indicators to take efficient control of progress towards its objectives. Once this is done, Fast Retailing will be taking advantage of its competitive advantage that it would have in the Peruvian market and would face Zara and H&M, which are its main competitors in the Fast Fashion industry. Finally, it is given as a recommendation that the company have to apply the transnational strategy since it must adapt to the Peruvian market both for the style and sizes of the garments that its target would use.