Citas bibligráficas
Lecic, M., (2018). Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion [Universidad de Lima]. https://hdl.handle.net/20.500.12724/13834
Lecic, M., Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion []. PE: Universidad de Lima; 2018. https://hdl.handle.net/20.500.12724/13834
@misc{renati/1442544,
title = "Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion",
author = "Lecic Fankhauser, Matias Ernesto",
publisher = "Universidad de Lima",
year = "2018"
}
The purpose of this research is to prepare a strategic plan to guide a potential entry of the retail Japanese company Fast retailing to the Peruvian market in 2019. In order to lay the foundations to develop strategies, establish objectives and set out other very useful tools for a strategic plan, the micro and macro-environment and the company as an organization will be analyzed in all its levels. The structure of the investigation is subdivided into two fundamental parts. The first part aims to analyze profoundly the company, each of its strategic business units, and the different forces and variables of the environment. The second part determines the potential objectives and strategies that would guide the company’s entrance to the Peruvian market. In addition, different strategic tools such as a balance scorecard and strategic map are proposed as methods to control the company’s performance throughout the entry process. Based on the analysis and formulation of the strategic plan UNIQLO is the brand whose value proposition best fits the Peruvian market among the other group brands, is known globally and have a more solid structured operation for internationalization. Therefore, it is determined that Fast Retailing, must select it for the company's entry to Peru. To accomplish the proposed objectives, Fast Retailing must prioritize the company's employee’s development and training along its entire operation in Peru. Due to the strong presence of direct competitors in Peru, it is important to focus on achieving a good brand awareness and positioning. Finally, Fast Retailing is expected to achieve a list of strategic objectives such as an annual return on investment of 5 % and a high customer response reflected in a conversion rate of 50 % (Conversion rate = Daily sales quantity / Number of people entering the stores) in the first year followed by an annual increase of 5 %.
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