Mercadeo informal estrategia de pequeña empresa: la necesidad obliga

• Autor: Gastañaduy, Alfonso
• Formato: artículo
• Fecha de Publicación: 1992
• Institución: Universidad ESAN
• Repositorio: ESAN-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.esan.edu.pe:20.500.12640/2853
• Enlace del recurso: https://revistas.esan.edu.pe/index.php/jefas/article/view/378; https://hdl.handle.net/20.500.12640/2853; https://doi.org/10.46631/jefas.1992.n1.06
• Nivel de acceso: acceso abierto
• Materia: Informality; Strategic planning; Market economy; Informalidad; Planificación estratégica; Economía de mercado; https://purl.org/pe-repo/ocde/ford#5.02.04

It presents the case of a textile entrepreneur facing a difficult situation due to the oversizing of his business and the neglect of marketing variables, at a time when inflation levels are high and a sharp recession process is beginning. Forced by necessity, he has to close two of his four stores, liquidate his garment factory and return to informality. After taking a marketing management course at a prestigious institution, he sets about the task of preparing his strategic planning. The case is a good opportunity for students to deepen their understanding of the strategic planning process: the mission; the situational analysis, risks and opportunities of the general environment of the country and the competitive environment (strengths and weaknesses); and finally the objectives and strategies, all within a framework of free importation in a market economy context.