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

• Autor: Noya Zapata, Sebastian
• Formato: tesis de grado
• Fecha de Publicación: 2019
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/11202
• Enlace del recurso: https://hdl.handle.net/20.500.12724/11202; http://doi.org/10.26439/ulima.tesis/11202
• Nivel de acceso: acceso abierto
• Materia: Strategic planning; Clothing trade; Market analysis; Planeamiento estratégico; Industria de la confección; Análisis de mercado; Perú; https://purl.org/pe-repo/ocde/ford#5.02.04

In this work of professional sufficiency, a comprehensive administrative analysis of the Japanese business group "Fast Retailing" and its possible entry into Peru was generated. Firstable, a strategic diagnosis was made, for which internal and external aspects that affect companies related to this economic group were analyzed. Then, the strategy identified related to the business group was formulated, for which methodologies such as the EFI, EFE and SWOT matrices were applied, in addition to the analysis of strategies in the global, corporate, business and functional environment. Subsequently, the strategic implementation was developed, proposing some modifications in the current organizational structure and finally its control was emphasized. As a result, it has been concluded that one of the main strengths of the "Fast Retailing" group is the SPA model with which it is working, in addition to its ability to adapt to changes in the environment using expansion strategies such as Joint Ventures. It has also managed to identify that another key success factor has been the focus on training its own employees and good management of the value chain, from suppliers to customers themselves. It is worth mentioning that even a successful economic group, it has been proposed some recommendations to be taken when entering the Peruvian market, since it will improve the return on investment (ROI), which is one of the weak economic indicators of the business group. It has been suggested to form alliances with business centers and opt for digital marketing through the influencers who have a more relevant role in advertising in Peru. In addition to the main recommendations proposed in this work, the group should opt for alliances with Peruvian factories, so that they take advantage of the high quality of cotton offered by the country, such as Pima, in order to improve costs and achieve greater empathy with your potential customers.