Mercadeo Informal Estrategia de Pequeña Empresa La Necesidad Obliga

• Autor: Gastañaduy, Alfonso
• Formato: artículo
• Fecha de Publicación: 1992
• Institución: Universidad ESAN
• Repositorio: Revistas - Universidad ESAN
• Lenguaje: inglés
• OAI Identifier: oai:ojs.pkp.sfu.ca:article/378
• Enlace del recurso: https://revistas.esan.edu.pe/index.php/jefas/article/view/378
• Nivel de acceso: acceso abierto
• Materia: informality; strategic planning; market economy

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.