The present case prepares a strategic analysis of the Fast Retailing business group in order to prepare a proposal to introduce the brand into the Peruvian market while maintaining the structure of a strategic plan. Fast Retailing is a company oriented towards customer satisfaction and also oriented on the generation of added value for the whole society with a clear expansion strategy. For this reason, in the first chapter of the report an internal diagnosis of the company is prepared, starting with its business model and value chain to identify the main key activities and in this way, to be able to define its strengths and weaknesses, as well as Its competitive advantages. In addition, in order to determine whether income is feasible, an external analysis was prepared in order to know the market conditions, identifying the main factors of the macro environment and analyzing the main com...