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

• Autor: Boero Cespedes, Flavia Mariella
• Formato: tesis de grado
• Fecha de Publicación: 2018
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/10647
• Enlace del recurso: https://hdl.handle.net/20.500.12724/10647; http://doi.org/10.26439/ulima.tesis/10647
• Nivel de acceso: acceso abierto
• Materia: Strategic planning; Clothing trade; Retail trade; Planeamiento estratégico; Industria de la confección; Comercio al por menor; https://purl.org/pe-repo/ocde/ford#5.02.04

The present study discusses a strategic plan for entering the Peruvian market of Fast Retailing, with its UNIQLO brand. Fast Retailing is a Japanese business group composed of the companies UNIQLO, GU, Theory, Comptoir des Cotonniers, Princesse Tam Tam and J Brand Operations. It currently maintains operations in Asia Pacific, Western Europe and North America. For the preparation of the preliminary investigation, a diagnosis of the internal and external situation of the company will be carried out, using strategic analysis techniques such as the SWOT matrix, PEST, among others. With this information, a proposal for a strategic plan to enter the Peruvian market will be prepared and its scope will be discussed.